Without LathNet, installers have nothing between the metal lath and structural wall to allow moisture to dry and dry quickly. We created an integrated ad campaign based around the phrase, “Without Us, You Have… Nothing.” With a heavy emphasis on the word “nothing,” the message works on two fronts. “Nothing” suggests the idea that LathNet literally provides a barrier that combats moisture issues in masonry cavities, but it also implies that it is the only product on the market that solves these issues.