"Hazlo tu Mismo" - (Do It Yourself)
Hazlo Tu Mismo (Do It Yourself) is a strategic campaign that repositioned a professional tools brand toward B2C consumers during the pandemic. When their core B2B market (construction and agriculture) collapsed due to lockdowns, the company faced declining sales and needed to pivot quickly.
The Opportunity?
Pandemic created a DIY boom. People stuck at home were finally tackling projects. The brand had an enormous product inventory designed for consumers, it just wasn't marketed that way.
Rather than launching new products, we repositioned existing inventory as aspirational solutions for home transformation. 'Hazlo Tu Mismo' tapped into the cultural moment, making the brand go from industrial to a home supply essential.
Design Solutions
A cohesive visual identity (bold typography, strategic color system, authentic imagery) that gave the brand credibility in a B2C market where it had previously been invisible.
Outcome?
Successfully pivoted brand into new market segment, achieved significant sales growth during crisis, and established brand presence in B2C category.
The sprinkler became the hero product: Inventory sold out within one month!
The product was repositioned not as irrigation equipment, but as the key to safety for families and their homes.
