CGC is known as an innovator of new building products. Dust Control™ drywall compound was launched into the Canadian market as a featured additive to an existing compound. The response and initial sales levels did not reflect the significant level of innovation that the product represented for the market.
In fall of 2006, Mindshape was retained to evaluate and re-launch the product in an attempt to boost sales and take advantage of the unique properties of the product.