CIMPOR launched the campaign “Where Life Is Built”, at a time when the company seeks to present in an integrated manner an offering that includes, in addition to cement, concrete, mortars, aggregates, paper bags and energy, as disclosed in a press release.
According to the same source, the campaign aims to show the presence of these materials in different phases of construction projects, from the worksite to the spaces that result from it, such as housing, schools, hospitals and infrastructures.
The initiative is also used by the company to communicate a strategy that includes decarbonization and the circular economy, two of the main environmental challenges of the construction materials industry.
In the case of cement, the reduction of emissions associated with production constitutes one of the main environmental challenges of the sector. The circular economy, in turn, is related to a more efficient use of resources and to the valorization of materials and waste along production chains.
“This campaign translates the evolution of CIMPOR and the way we want to affirm our role in the market and in society. We are today a materials brand, with solutions for different stages of projects, but what truly defines us is the ability to place that knowledge and diversity at the service of each challenge,” says Ignacio Gómez, Chief Commercial Officer of CIMPOR.
According to the company, the new approach includes the development of solutions based on technical knowledge and innovation, as well as an action oriented toward reducing the carbon footprint and toward more circular models of resource use.
The campaign, however, does not present new targets or quantified results for emissions reductions or resource consumption. Its main objective is to communicate the evolution of CIMPOR’s offering and to associate it with the sector’s transformation challenges.
The campaign will be disseminated through the company’s internal and external channels, with actions directed at customers and construction professionals, employees and communities.
For Ignacio Gómez, the new signature also aims to make visible the role of construction materials in daily life: “‘Where Life Is Built’ brings the brand closer to people and gives visibility to a presence that, although not always evident, remains across generations.”
The initiative arises in a sector facing increasing pressure to reduce emissions, decrease the consumption of raw materials and increase the circularity of materials, while seeking to respond to the need to build and renovate housing and infrastructure.
