How do you rebuild a brand in a 75-year-old product category, in a mature market, with > 50% product awareness? That was our challenge. First, we used data collected from customers, who told us what they wanted in a disposal. Next, we talked with salespeople to find out what they were hearing from customers. We also talked with professionals to discover their challenges. Finally, we developed “Pitch Black,” a comprehensive marketing program to help with the product launch of the new PRO Series line of disposers from InSinkErator®.