Brand repositioning

Today, being a tradie is a badge of honour. To celebrate this, KingGee took a powerful leadership stance to remind their audience that the brand has supported tradies through good times and bad since 1926. DPR&Co led the strategic and creative development of the brand repositioning off the back of considerable research, examination of customer value propositions and our New Truth® process.


Tradespeople: 18-30 y/o


BVOD, YouTube, digital display/programmatic


Research, brand strategy and positioning, communications strategy development, The New Truth® creative development, OLV/digital assets/out-of-home

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