Trivantage is an international supplier of specialty fabrics and hardware used in the manufacture of awnings, structures, signs, casual furniture, tents, umbrellas, marine products (interior, tops and covers) for residential, commercial and architectural applications. Trivantage was offering a full line of retractable and stationary awning products to their dealer base. The industry was using the term “Sun Control” in this product category. We recommended switching the narrative to selling “Shade”. Focusing on the benefit not the feature. This redefining of the product was embraced and has since led and revolutionized the industry as well as propelling the client’s proprietary awning product brand. The solution was “People love shade”. A campaign targeting both B2B and B2C audiences demonstrating how people seek out shade or react to the need for it.