New Brand Life

In its fifty years of business, Roberts Sand Company catered to the needs of contractors by providing rock, soil, sand and gravel for a variety of applications. Faced with a dramatic shift in their customer base because of the decline in construction projects, ALCOM was hired to create a marketing campaign that redefined the company's brand and focused on homeowners, especially older women. This TV ad presents the personal benefit of the products and demonstrates the involvement of the brand in their lifestyle.