Sika is an internationally renowned construction products manufacturer founded in 1910, specialising in concrete waterproofing, bonding materials, sealants, damp proofing, sound dampening, and structural reinforcement – operating in over 102 countries and 400+ locations.

So far, so good. But Sika’s growth, extensive product range, and global offerings have left it somewhat invisible. While audiences are vast, current high-level communications focus largely on the scale of the business rather than on how its products integrate into complete solutions that meet specific customer needs. As a result, communications often fail to engage on a customer level, particularly in the residential market. Many customers only associate Sika with concrete admixtures or waterproofing and aren’t aware of its broader solutions.

Consistency and adoption were also challenges. Previous centrally produced campaigns were costly but rarely adopted (around 20% uptake), with regional teams often creating their own assets, fragmenting brand coherence. Sika needed a strategy to communicate its breadth of solutions, engage customers meaningfully, and ensure global adoption.

To succeed, SLG grounded the project in customer and stakeholder insight from the start: 24 in-depth interviews across key verticals generated 80+ hours of qualitative feedback, complemented by competitor mapping and Category Entry Point analysis.

The findings revealed a unifying truth: specifiers, contractors, and developers weren’t just buying materials – they were buying peace of mind.

This shifted the strategy from product-led messaging to positioning Sika as a trusted partner, highlighting technical expertise, reliable service, and sustainability. The goal: establish Sika as the preferred supplier across Residential Construction, Infrastructure, Industrial and Commercial Construction, and Concrete, while boosting visibility and market share across EMEA.

Sika is a brand people trust. Whatever the vertical, application, or service, customers can relax knowing Sika delivers superb quality – durable, tested, compliant, and readily available.

So, how do you communicate comfort, relaxation, and clarity? A comfy armchair… obviously. The creative concept, “Relax, it’s Sika”, places customers in a big comfy ‘Sika-yellow’ armchair in everyday scenarios – from construction sites to residential spaces and car parks. The concept drives instant brand recognition through consistent use of the Sika name and signature yellow, symbolising assurance and ease.

Tested against five creative routes, the yellow armchair concept was the clear favourite. Feedback led to simplified headlines and visuals adaptable for local markets. Unlike previous centralised campaigns, this approach empowered regions to localise content while maintaining brand consistency.