Millboard was competing directly with manufacturers of composite decking, a market that accounts for only 3% of total annual decking sales. We realised there was a bigger opportunity – one which would enable Millboard to break free from the confines of this relatively small and saturated bubble, and vastly improve its visibility whilst potentially increasing its market share.

The crucial insight? Millboard decking is exactly like wood, but only without the associated drawbacks that come from Timber. We developed a brand strategy that would reposition Millboard outside of the ‘composites’ category. And instead, boldly go head-to-head with the traditional timber market.

The resulting brand campaign used lines including “Can’t see the wood for the Millboard” playfully drawing on the subtle distinction between basic natural Timber versus Millboard’s unique material. The sentiment here being that at a glance, you can’t tell that it’s not wood, and in reality it’s a composite material that’s better than the real thing. All the benefits of wood – with none of the disadvantages that timber brings.