You know about biology, and geology, but have you heard about Pinkology? You soon will. We recently coined the term Pinkology in our campaign to relaunch the Fletcher Insulation Pink® Batts range. It all began when Fletcher Insulation asked us to help relaunch the Pink® Batts brand. The brief was to make it stand out in an increasingly crowded market place, and position Pink Batts as the easy choice for installers, builders and hardware stores. Our strategy was to underscore Fletcher Insulation’s engineering edge and communicate scientific values, without being boring. Explained as “the science of making a better batt,” Pinkology takes a unique, light-hearted approach to explain the technical aspects of insulation and gives Pink Batts a point of difference. The use of colour and imagery, and our animated wireframe key image is unlike anything else seen in the insulation market before. It graphically positions Pink Batts as a high-performance product and technically superior to the competition. Department-S General Manager, Sam Young said, “Department-S’s strong understanding of the building industry, and the insulation market, in particular, was fundamental to Fletcher Insulation engaging us. It also helped us to create a campaign that is absolutely unique in the insulation category”. To date, the reaction to the new campaign has been overwhelmingly positive. We are expecting that the relaunch will trigger a huge surge in the number of Pinkologists across the country. Look out for it across digital; social, and YouTube. It will also be supported by in-store POS and a range of collateral created to help the decision-maker select the right product for their project.