For nearly 80 years, Styrofoam™ Brand Insulation has been a symbol of performance and quality. Known in the industry simply as “blue-board” for its signature color, Styrofoam™ is a household name across North America.

But times change. A new lower global warming potential formula was a brave step forward and called for a radical change in the product’s appearance. Blue-board would now be grey.

To reposition the legacy brand, it was necessary to create awareness of not only the color change, but more importantly, the improved environmental profile and continued commitment to performance.