Scratchgard, the pioneer of the device surface protection industry, enjoyed a wide market share thanks to its strong trade network. But not for long. Competition, in the form of duplicates and copycats, were soon scratching at the door, and market share plateaued. To make a mark again, Scratchgard needed to excite the market, starting with their trade partners. But in this immensely low-involvement category, the regular wouldn’t work. Something bold, something disruptive was needed. Something to grab the attention of the customer.