Solving a knotty sales problem
Wellington Cordage is the largest branded manufacturer of string, cord, rope and marine line in the United States. But by 2004, the company recognized that it wasn't doing enough to help consumers understand how to buy rope.
Motiv developed new packaging that segmented Wellington products by strength and performance characteristics. To enhance brand strength, we created a new Wellington identity and tagline, "Wellington, The Rope Authority". Finally, instead of packaging the rope in poly bags, we developed a unique storage strap that made it possible to have an exposed coil configuration at point of sale.
Wal-Mart introduced the new packaging in more than 1,000 stores. On a comparable store basis, Wellington produced a 12% lift in total rope sales on a year-over-year basis. Within six months of the initial Wal-Mart order, Wellington was acquired by its biggest competitor.