Integrated Product Launch through Direct Response
We developed a direct-reponse program to help Dupli-Color introduce a new product in a new category and leveraged the results to displace the competition at national retail stores.
Dupli-Color — a leading brand of DIY automotive paints — had always been confined to the paint aisle in retail stores. When the brand was set to introduce their new tire dressing product, Tire Shine, the challenge was to gain placement in a completely different section of the retail environment — among established competitors like Meguiars and Mothers. To so so, Dupli-Color would need to prove that they could compete for the attention of those customers in that part of the retail store.
In order for Dupli-Color to penetrate this new area of the retail environment, it needed to make a compelling case to retailers for why they should stock the product. We conceived the idea to use a direct response campaign in order to prove there was a demand for Tire Shine. By demonstrating that customers were willing to buy the product direct, we could sell more easily to retail.
To craft the direct response campaign, we started with a web initiative connected to a dedicated website. The website’s branding was consistent with Dupli-Color’s standards while also employing the industry tactics for direct response sales. We shot and edited a commercial spot for Tire Shine with Matt Steele from Truck U, which aired on Velocity and Spike TV. We created video and CGI content to highlight the benefits of Tire Shine that set it apart from the established competitors in the segment. Within the time we allotted for the direct response campaign, we were able to secure enough traction for Dupli-Color to successfully sell into the top auto retailers.