As a well known B2B brand, Hydretain continues to be a leading commercial water management product used around the globe. So the decision to sell directly to consumers required a totally new message and strategy that would not disrupt its roots in B2B while gaining traction in retail. We developed a new website, print ads, social media and communication strategy … and the launch has been a success. With this strategy in place, Hydretain is now well positioned for growth in the retail consumer space.