Stone has become the leading material in the kitchen benchtop market and encompasses both natural stone and engineered stone. Although it has some advantages over natural stone, engineered stone still has issues with UV rays, heat and scratching. Neolith is a completely new type of high-tech 100% natural product that has overcome all of these issues and must now compete with category giants such as CaesarStone and Essa Stone.
Neolith is in a whole new category of high-tech surfaces. Our advertising strategy focused on this, along with its UV & heat resistant, scratch resistant and environmental marketing features. Beyond traditional creative, we developed a content strategy aimed at establishing Neolith as the leader of this new segment of the market.
neolith has become the category leader and is taking advantage of increased sales as the category grows