How to disrupt a mature market with something disturbing.

Waterproofing is a trade that has minimal engagement from those involved in it and products are considered to be a commodity. So rather than talk product, we gripped imaginations by highlighting potential health risks with competitive products. This way the Gripset waterproofing range engaged a generation of waterproofers who discovered a non-toxic way to ply their trade, generating a lot of sales.

"Mihell & Lycos has become a trusted and valued partner to take the business to another level of performance.”



Managing Director, Gripset Industries


Mihell & Lycos is an international marketing communications agency, with offices in Adelaide, Australia and Stockholm, Sweden. Our clients (a.k.a. co-conspirators) and their operations demand our world class marketing communications expertise in this world of accelerating change. We ensure our co-conspirators are the disruptors, not the disrupted.


If you have the ambition to become or remain globally competitive, then let’s conspire for prosperity's sake.

47 Harrow Road, St Peters, South Australia

+61 8 7070 2749


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+46 703 399 775