Ceridian is a new ceramic and resin mixture material use to make bathtubs and shower stalls. The material is revolutionary. It has the rich and luxury feel of ceramic and the benefit of being lightweight and cost effective. The manufacturing of products using Ceridian also has a much lower environmental impact than that of a conventional fiberglass process. The brandmark, brochures, sales kit and in-store displays express a fresh and progressive image of the brand in a rather low innovative category. The result was a clear and consistence story for the product introduction.