The Kentucky Ready-Mixed Concrete Association (KRMCA) has developed a concrete tagline focusing on concrete’s longevity and it is hoping it catches on with the rest of the industry, reports NRMCA Senior Director, National Resources, Phil Kresge. "CONCRETE LASTS A LIFETIME" is a new promotional/educational effort for branding concrete as a resilient and durable product. "We are more than happy to share the tagline artwork with the industry," says KRMCA Executive Director Finley Messick. "Our hope is that, with a unified message from the concrete industry, people will begin to realize that concrete does indeed last a really long time."

To date, the tagline has been used on nearly 2,000 bumper stickers, chip clips and golf shirts. KRMCA has received orders from several member companies for approximately 2,200 promotional tee shirts. "These t-shirts are a walking billboard," says Messick. He adds that a typical promotional t-shirt lasts about 5 years. Additionally, KRMCA has created a social media hashtag to accompany the initiative- #concretelastsalifetime. The tagline is also featured in the monthly message that KRMCA runs in The Lane Report business magazine (previously reported in the June 18 edition of NRMCA E-NEWS).