Oldcastle Glass®

Take the lead in the glass category

Challenge:
In 2000, PPG, a Fortune 500 company founded in 1883, owned the architectural glass market. They possessed the largest market share and the highest brand awareness. Second to PPG was almost 50-year-old Viracon, “the leader in glass fabrication”, with an experienced and entrenched sales organization of close to 60 architectural sales representatives.

In contrast, the name Oldcastle Glass did not even exist. Rather, the company was a conglomeration of more than two dozen independent glass fabrication companies. Ganton created a brand strategy, positioning and architecture that combined the disparate brands into one national powerhouse—Oldcastle Glass.
360º Services:
  • Audience Research
  • Strategic Communication Plan
  • Brand Development
  • Advertising
  • Media Strategy and Planning
  • Web Development
  • Messaging, Content + Sales Tools

Bold Approach

After research was conducted and analyzed against both architect and glazing contractor samples, it was evident that PPG and Viracon promoted specific product features and performance criteria, and rarely focused on or showcased aesthetics.

Realizing that trying to compete with entrenched, leading competitors on the performance and product feature merits would be difficult if not impossible, Ganton created a different strategy: Focus on aesthetics and focus on architects and specifiers. “Where glass becomes architecture” was born and became the foundation for what many dubbed the Absolut® Glass campaign for architects.

In addition to the award-wining advertising campaigns, the Oldcastle BuildingEnvelope® website and collateral support transformed how architects
and glaziers selected and specified their products—a game changer.


Rebrand


Results

In fewer than three years 50% of architects knew Oldcastle Glass in an unaided independent brand research study.

Specifications soared and within that same time Oldcastle Glass was the lead spec on projects like AT&T Stadium in Dallas, the Time Warner Center, the Clinton Library, even the acclaimed Olympic Glass Torch.

In five years Oldcastle Glass had become the leading glass fabricator in North America and today is considered one of the top building product brands in any category.

From $250 million in sales in 2002 to $1.9 billion in sales by 2015.

Product comparison: Simplifying the selection process for all audiences to find exactly what they need.

Thousands of pages filled with resources provide their varied customer segments with everything they need to specify accurately and efficiently.

They are a key strategic partner who has been fundamental to the creation, promotion and establishment of our brand as we evolved from HGP Industries to Oldcastle Glass® to Oldcastle BuildingEnvelope®. Ganton made invaluable contributions in building our brand awareness, preference and competitive advantage.
Ted Hathaway, CEO

Oldcastle BuildingEnvelope®