Hispanic Strategy
SAKRETE
The prime directive - to strengthen Sakrete’s relationship with Hispanic contractors and tradespeople — not through translation, but through cultural fluency.
BACK TO PORFOLIO
PURPOSE
BUILDING TRUST THROUGH AFFINITY
In an industry built on relationships, Sakrete faced an invisible gap between its brand and the contractors who kept it alive. Most of these professionals were Hispanic — highly skilled, deeply loyal, but underserved by conventional marketing. Sakrete needed a way to close that distance — not with campaigns, but with connection systems that could learn, adapt, and give back value.
Designing for culture
STRATEGY
FINDING WHAT'S BEEN OVERLOOKED
The Hispanic contractor community represents the backbone of the construction industry — skilled, loyal, and often unseen. We began by understanding their world: where they buy, how they learn, and what they value beyond price or performance.
DESIGNING AN ECOSYSTEM OF CONNECTION
From those insights, we built a framework to help Sakrete speak with, not at, its audiences. Education, culture, and growth became the brand’s three pillars — a cycle that informs everything from social content to in-store experiences.
STATISTICS
5
core platforms — integrating field, digital, and retail engagement
3
strategic pillars — education, lifestyle, and growth
1
connected ecosystem — uniting people, data, and performance
INnOVATION AND RESULTS
FROM BRAND TO PARTNER
Sakrete’s transformation wasn’t cosmetic — it was seismic.
The programs and tools we designed reshaped how the brand listens, measures, and learns from its audiences.
By combining field experience, cultural insight, and digital systems, Sakrete evolved from a label on a bag to a trusted ally for Hispanic contractors.
This work became a blueprint for brand evolution within Oldcastle’s portfolio — proof that empathy and data can coexist to drive measurable growth.
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Pushing the message through the ecosystem
