As a revolutionary new technology, we needed to raise awareness and educate target manufacturers on the benefits of incorporating Koroyd into their products. The challenge was that Koroyd effectively replaces very established and less expensive materials which already meet existing regulatory standards, so it was critical that the benefits were very clearly defined and communicated.

WDA conducted intensive work on positioning and messaging, as Koroyd technology represents a different proposition amongst its different target markets. For example, safety due to its impact absorption and crumple zone characteristics (i.e. for Auto bodywork and helmets) or its dynamic properties and very low weight (i.e. when utilised as a core material within ski and snowboard).

We also worked heavily on maintaining Koroyd’s uniqueness as new and alternative challenger technologies began to emerge. By being fully immersed in the technology and science behind Koroyd, we were able to develop strong points of differentiation.

Here’s what Koroyd’s founder had to say about our rapid PR response to a competitor brand entering their space, with remarkably similar technology:

“I have had so many calls from within the industry supportive of what we are doing. The article had the perfect mix of fun, cheeky and informative. Everyone thinks it was the perfect response. Thanks for getting everyone together and pulling it off so quickly. Really great support.”

Our ongoing marketing support for Koroyd has been highly targeted, with a focus on Key Account opportunities by sector. This has ranged from broader awareness campaigns to bespoke presentations for individual prospects where Koroyd had developed specific solutions.

Over the past 18 months, Koroyd has further expanded into the cycle helmet market, with new partnerships including Endura and Smith, further solidifying their presence in this space.