Challenged by competitors that used false statements to cast formaldehyde emissions in a negative light, Hexion Specialty Chemicals found itself on the defensive. The negative press about Hexion’s formaldehyde based resins, which are used in many wood composite products, threatened the global company’s market position. Graphica’s strategy: refocus the conversation on the facts using an integrated campaign that addressed industry concerns.

We developed the EcoBind™ brand as a platform for reintroducing Hexion’s family of low-emission products. A two-fold marketing strategy emphasized the environmentally sound qualities of the resins and reinforced Hexion’s position as a leader in reducing harmful emissions. All communication pieces pointed to the Ecobind.com microsite, which showcases the EcoBind brand and houses a collection of independent research studies on formaldehyde.

Compelling statements that placed formaldehyde emissions in context underscored Hexion’s overriding message that its technologies are safe, proven, and effective. In addition to shifting the conversation to the “green” benefits of Hexion’s resins, the campaign has built greater awareness of Hexion in the market. The resulting co-branding opportunities are elevating the EcoBind name, giving Hexion a sustainable advantage over its competitors.