In 2012, British Gypsum, the UK’s leading manufacturer of interior lining systems, launched UniFinish – a breakthrough plaster that could work on even the most challenging surfaces. The product didn’t perform as well as expected, creating a lack of trust and brand negativity in the market. As a result, UniFinish was withdrawn and subjected to extensive research and development. In 2014, the revised product was ready for re-launch, yet research showed that historical perceptions remained. When such views are established, how do you break through these barriers and convince customers that things have genuinely changed? This was our challenge.