Client: Hercules Chemical Corporation
Challenge: Market an improved version of an established product.
Solution: Show the benefit of the new formula.

Sta Put Ultra is a major upgrade to one of the most established brands of plumber's putty on the market today. With the increase in use of exotic materials for sinks and countertops, the potential for costly mistakes is very high. Unlike other putties, this new product will not stain exotic materials like marble, granite, or even metals like gold. Once a stain is in, it can't be removed, so this product prevents the stain from occuring.

MoldaveDesigns developed new packaging, a teaser advertising campaign for major plumbing trade publications as well as brochures and a dealer discount program that helped sales of the new product take off without affecting the sales of the existing product.