Overview
Bacou-Dalloz is a world leader in safety products. By integrating two formerly competitive brands into its hearing protection offer, they sought to make the Howard Leight and Bilsom product lines more easily understood while creating a unique positioning for each brand. Catapult Thinking's multi-faceted assignment: Eliminate repetition of products across brands, define and differentiate the two brand languages, and create an information design language to help purchasers understand all the factors involved in evaluating and selecting hearing protection for employees for diverse applications across brands.
Impact
Overall sales of Howard Leight and Bilsom products increased by more than 19% during a period when other protection product divisions were flat or in decline. In addition, we were able to help Bacou-Dalloz shift the value proposition of its disposable hearing protection products from contentious industry performance measures to the personalization of product choices for work environments. This effectively distanced Howard Leight from entrenched competitors and increased both brands' market shares.
