GE Caulk Singles for Momentive Performance Materials
Email this case study to a friend
New ways to fill in the gaps for an expanding market
In the US, do-it-yourselfers (DIY) spend 300 billion dollars a year looking for the next convenient and innovative home improvement solution. Recognizing an opportunity in the caulk market, Momentive Performance Materials (formerly GE Sealants and Adhesives) asked IDEO to explore new caulking experiences for professionals and DIYers alike. To capture the attention and imagination of these consumers, the program took on a holistic scope, entailing engineering, manufacturing, brand development, packaging, and communication design as way to reinvigorate the caulk market and pioneer new user experiences.
The Momentive and IDEO team performed extensive user research in order to understand consumer needs and behaviors. Major opportunities were revealed to simplify the entire caulking experience, including selecting the appropriate product in store, learning how to correctly apply the product, and cleaning up after use. Iterative prototyping and user studies informed the final packaging design, style guides, and initial graphic package for the entire silicone and acrylic lines. A single-use caulk packet was at the center of the program, serving as the launching point for a new and differentiated brand direction.
The resulting product is GE Caulk Singles, a one-time use packet that consists of a one-inch structural plastic sheet adhered to a vacuum-sealed foil pouch. To produce a round and consistent bead throughout application, IDEO engineers incorporated a cardboard backing to provide uniform and constant pressure to the pouch during use. Users simply tear, squeeze, and toss, using a one-handed application without the need for tools. The individual caulk doses provide the perfect amount for most common household jobs, minimizing waste and storage and making clean-up quick and efficient. Communication and graphic elements help simplify the interaction with intuitive, consistent, and direct messaging.
The GE Caulk Singles launched in June 2008, and are available at Lowe’s, Ace Hardware, True Value and Do-It-Best.
Project date: 2008