PROJECT: Naming a breakthrough new caulk product for GE/Momentive.
GROOV: Groovin,' get in the groove, get your groove on.
BRAND POSITION: Momentive Performance materials, the spin-off of General Electric's advanced materials business and still partly owned by GE, needed a name for GE's breakthrough new caulk product. What makes this product revolutionary is an entirely new chemical technology that combines the long-lasting durability of silicone with the drying speed and ease of use of acrylic. Clean and easy to apply, this amazing caulk stays in the groove you lay it down in, hence the name Groov, a name with many layers of literal and metaphorical meaning, as the perfect name for this product.