Dupli-Color needed to launch their product by extending their reach into the already crowded tire dressing market. They needed to leverage their established brand recognition to garner sales from automotive enthusiasts who have already become loyal to other competitors. Dupli-Color needed to stand out in the market and it wasn’t going to be as easy as stocking the shelves at their distributors (Advance Auto, O’Reillys, Jegs, etc).

Orchestrate a Direct Response TV Spot supported by a call center, eCommerce website integrated with First Data, in-show product placement and also by stocking the shelves at their retail distributors. Using this marketing strategy allowed the product to stand out in a crowded market. A timed price break created an incentive to purchase. Then, we capped the entire campaign with the tagline, “Lasts 5x longer” and proved it by running Tire Shine 5x through a car wash several times to show its durability.

Dupli-Color made a great entry into a crowded market and gained a lot of publicity for their product around the automotive enthusiast blogs. Over the course of a year, the website had a conversion rate of 1.13% and the call center logged many more orders.

* All work shown is owned by Anthony Thomas Advertising and was produced during my employment with the company.