LePage Pro Building Stronger Bonds
Known by name, but increasingly taken for granted, LePage Pro faced a generational challenge: with 20% of tradespeople set to retire within a decade, the brand risked losing its profile on job sites and in trade culture. UM helped LePage Pro reframe itself as a true connector — more than just an adhesive product — that binds experience and ambition, bridging seasoned pros and the next generation. Through the Pro Support platform, we embedded mentorship directly into media, turning the trades community into both the message and the medium. Wild postings became lessons, carrying real quotes and job-site wisdom from veteran pros; custom steel-toe boots imprinted with advice let apprentices literally walk in their mentors’ footsteps. Integrated across OOH, CTV, campus activations, and social, the campaign created a continuous mentorship loop that lived where the community works and connects. LePage Pro reignited professional pride, drove outstanding lifts in brand equity and consideration, and reintroduced itself as an industry advocate rooted in mentorship, pride, and purpose—ready to lead the next generation. Video Credit: Dentsu Creative.