“The factory guys aren’t on TikTok. But the Gen Z plumbers and the DIY renovators are . They don’t want ‘tough.’ They want ‘smart.’ They want a brand that doesn’t waste their time. The current packaging looks like a legal document.”
The Wilkins Conundrum: Shifting from Stalwart to Staple wilkins marketing strategy session
This is the Q3 strategy session. Around the oblong oak table sit the usual suspects: the data-crunching CMO (Mara), the product-obsessed COO (James), a restless social media manager (Chloe), and the CEO (Arthur), who is already loosening his tie. “The factory guys aren’t on TikTok
“Our value is zero failure rate. A roof tile stuck with Wilkins stays stuck. That’s boring, but true. If we put a cartoon lizard on the package, the factory guys will think we’ve gone soft.” The current packaging looks like a legal document
James leans forward. “So we dumb down the product?” “No,” Mara counters. “We reframe it. We stop selling strength . We start selling certainty .”