Launching GIB Weatherline in New Zealand.

Weatherline came to market after CHH Ecoply Barrier and James Hardie’s RAB Board were established. In focus groups before launch, industry influencers asked the obvious question: can plasterboard really go on the outside of a house?

We spent 12 months researching the market, interviewing builders, architects and consenting authorities, then developed the technical literature, direct mail packs, landing pages, animated ads and supporting material for launch.

Twelve months before launch we brought architects and builders into workshops around the country, with development samples in a kraft box marked not for general release, so the product had advocates before it reached the market.

We led with the evidence: BRANZ appraisal, structural bracing, 30 and 60 minute fire-rated systems and suitability up to Extra High wind zones. The launch ran in four phases (internal, announce, engage, reinforce) under the line ‘It’s how we build now’, joined in 2020 by ‘Whatever the weather’ for the specific engineering design manual.

Around it sit the technical manuals and yearly supplements, the NZS 3604 book, sales brochures, sample tape packaging, labels and the installer checklist. In 2023 and 2026 we ran digital campaigns on Google, Meta and LinkedIn, weighted towards architects and specifiers.