Wilkins Marketing Strategy Session !full! <2024-2026>

“The factory guys aren’t on TikTok. But the Gen Z plumbers and the DIY renovators are . They don’t want ‘tough.’ They want ‘smart.’ They want a brand that doesn’t waste their time. The current packaging looks like a legal document.”

The problem is stark. Wilkins, a 90-year-old manufacturer of industrial adhesives and sealants, is the undisputed king of the B2B factory floor. Engineers trust Wilkins. But when those same engineers go home to fix a leaky pipe or build a birdhouse, they reach for a competitor’s duct tape or superglue. Wilkins is the workhorse, not the show pony. The mandate for the session is brutal: Make Wilkins matter to the consumer without losing the industrial fortress. wilkins marketing strategy session

James leans forward. “So we dumb down the product?” “No,” Mara counters. “We reframe it. We stop selling strength . We start selling certainty .” “The factory guys aren’t on TikTok