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"PB50…Because Rust Never Takes a Vacation"
"It Works Where Others Fail"
"Nothing Moves Faster than B’laster"
Catchy slogans aren’t they? Just a few taglines we developed for The B’laster Corporation. B’laster manufactures a complete lineup of lubricants, penetrants, rush inhibitors and specialty products for the automotive, industrial and hardware industries.
In business since 1957, B'laster is a nationally recognized brand. Most people know B'laster by their leading product, the ‘world famous’ PB -- a penetrating catalyst and the most powerful penetrant and lubricant in the market at loosening nuts and bolts, ripping through rust, and penetrating and lubricating the tightest crevices.
But we can do more than just develop catchy slogans. To honor the brand as they celebrated their 50th year in business in 2007, Radius mapped out a marketing communications program that was over the top! When B’laster started business in 1957, one of the more popular cars on the market was the classic 1957 Ford T-Bird. Our creative minds got to work – since B’laster makes products used by auto enthusiasts, we thought, "hey, let’s give away a ’57 T-Bird!" A sweepstakes was developed, and we offered 1 lucky winner the chance to drive away in this classic American car. Nothing helps to build a brand more than giving away a car! And we know this because of the terrific results…but more about that later.
 Signage, flyers, counter cards, shelf talkers were all created to promote the sweepstakes at a retail store level. Customers simply had to fill out a sweepstakes form and send it in to win. Additional 50th Anniversary items included a logo, and an updated B’laster website promoting the sweepstakes. A national TV media buy was put into place, and apparel items were imprinted with the 50th Anniversary logo that were distributed to store personnel and used as giveaway items. To round off the T-Bird promotion, a complete PR program was developed to encourage consumers to enter the sweepstakes.
Now for the results. We received an amazing 387,636 entries!
The sweepstakes was a huge success and the B’laster brand has really broken loose! |
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