Our program featuring video, promotion, web development, and a :30s spot helped Dupli-Color break into a new category at all aftermarket retailers and disrupted the competitive landscape.

Challenge

Dupli-Color — a leading brand of automotive paint — already had one successful product in the DIY truck bed coating segment at the entry price point level. At the premium end, only one major competitor existed. Dupli-Color saw an opportunity to take market share and created a new product – BED ARMOR™ – loaded with end user benefits that far surpassed those of the competition. Now they needed to effectively launch it without cannibalizing the existing product line.

Ideation

Our program was focused around the concept that trucks are tough and the truck bed coating that a truck owner would put in his truck should be as well. We positioned the product as the “toughest do-it-yourself truck bed coating on the market”. We asked truck enthusiasts “What’s in Your Bed?” to find out how they used their truck beds and let them know that they now had a choice for protecting their truck bed – a better choice. The program opened the door for end-users to compare the benefits of BED ARMOR and the incumbent competitor brand based on features and benefits of the products – and we already knew who would win that comparison.

Execution

We created an integrated marketing program that included identity development, package design, print, digital and broadcast television commercial, in-show product placement, a live NASCAR Truck Series product demo, a promotional microsite and dimensional direct mail campaign to editors and bloggers. The program launched to tremendous success and effectively displaced the competitor from the shelves — BED ARMOR™ is now the premium category leader and generates sales in excess of $7M per year – with no cannibalization of the existing lower price point offering.