TecniGlas, a division of Toronto-based ProScience, has relaunched as Glassopolis and expanded its marketing reach to include the United States.
The rebranding of the specialty glass company was spurred by its acquisition earlier this year of the North American distribution rights for products created by German manufacturer Schott, including fire-resistant Pyran glass.
According to Brad Usherwood, CEO of Toronto agency Yield—which handled the rebranding project—his client saw an opportunity to boost its profile in the U.S. and market more aggressively overall.
“In the past, they relied on the product manufacturer to provide most of the marketing support, and with this new company the strategy is to switch from being a product-focused offering to a service-focused offering,” said Usherwood.
Glassopolis is distinguishing itself from competitors by aiming its marketing at professionals who actually install products such as Pyran, he said.
“We’re targeting a very specific audience with glaziers, which is kind of unique in their industry. Typically, they would talk to architects who would specify the type of glass and then eventually it would get bought and installed when a building was built,” said Usherwood. “But (Glassopolis) felt that glaziers really had the power to determine what types of products to use and that they were really being underserviced.
“The idea was to invent a brand that was geared to serving them and the challenges they face in their business.”
The rebranding campaign includes trade advertising, online executions and public relations activities. Yield has also worked extensively on search engine optimization for the Glassopolis website, said Usherwood.
The first creative appeared earlier this summer in both Canada and the U.S., coinciding with the official launch of the renamed Glassopolis.
