Despite being technically superior, DuRa Pipe™ was easy to overlook. In a category where competitors’ red and green pipes dominated job sites and spec conversations, DuRa Pipe’s gray, dual-coated system was often passed over before it was even considered. DuRa Pipe needed to break through default behavior in a low-awareness category, earn a place earlier in the spec process and elevate protection beyond surface-level visual cues. Our strategy reframed gray from a visual weakness into a symbol of unmatched protection. “Nothing protects like gray” was brought to life through the fierceness of the gray wolf and a reimagined collateral system, trade show signage, plus organic and paid social designed to challenge category norms and shift the color conversation.

View the McWane “Nothing Protects Like Gray” campaign.