Right in there with you

CHALLENGE

Duracable Manufacturing is a drain cable manufacturer in an industry with a lot of parity. There are several manufacturers that claim to produce the strongest cable and most durable blades. However, Duracable has the best warranty in the business, which shows plumbers that they’re willing to put their money where their cable is. Our job was to rebrand Duracable by cutting through the clutter in an industry that was consistently touting product strength and superiority. Our goal was to position Duracable as the relatable and reliable choice for plumbers who found themselves knee deep in goodness-knows-what every day. We dove in.

SOLUTION

Our branding process uncovered a unique personality within Duracable that translated perfectly to their plumber audience who saw themselves as hardworking, reliable and down-to-earth. Plumbers make no bones about how unglamorous their job is, so we positioned Duracable as “Real Reliable Reinforcements” facing clogs side-by-side with you. 

To execute the unique brand position, we developed a new logo and incorporated a new tagline “Right there with you.” We also introduced Duracable Dale—a reliable, straight shooter who is wise beyond his plumbing years and who always has some valuable words of wisdom to share with those who go toe-to-toe with hairballs daily.

CHANGING THE CONVERSATION

Now, Duracable is more than drain blades and cables—they’re reliable reinforcements who have your back daily.