Liquid Wrench recently announced that it has redesigned its product line to be more educational and effective than ever before. In addition, the company announced it will launch a comprehensive, nationwide marketing campaign, including how-to videos to educate professionals and Do-It-Yourselfers (DIYers) on how to select the right product for every job application. The innovative new packaging lets consumers check a seasonally updated list of uses by texting a code from their mobile devices – right in the store.
“DIYers know one size doesn’t fit all and that there’s no one tool that can solve every problem,” said Mike Guggenheimer, vice president of marketing for Liquid Wrench. “That’s why we have designed specific formulations to tackle even the toughest jobs. With the new packaging, reformulation and educational campaign, DIYers will have the confidence of knowing they have selected the right tool in every situation.
” The reinvigorated Liquid Wrench line centers on six powerful products, each designed to solve a specific challenge. The line-up includes the newly reformulated Liquid Wrench Penetrating Oil, the new anti-sling formula of Liquid Wrench Chain Lube, Liquid Wrench Lubricating Oil, Liquid Wrench Silicone Spray, Liquid Wrench White Lithium Grease and Liquid Wrench Dry Lubricant.
In addition to the reformulations, Liquid Wrench has repackaged its core line as well. The new campaign, including detailed copy on each can and a mobile texting program, is based on extensive consumer research, initiated during the 85th anniversary of Radiator Specialty Co., manufacturers of Liquid Wrench. The studies, conducted by Decision Metrics, helped uncover how DIYers select penetrating and lubricating products and the importance of getting the right tool every time.
From these insights, Liquid Wrench developed new positioning centered on the premise that to get the job done right, you need “a wrench for every job.”
According to Guggenheimer, “This ‘A Wrench for Every Job’ position became the core message for everything from the logo and slogan to the advertising campaign. DIYers and consumers will see a new Liquid Wrench logo featuring an ‘expert’ carrying a wrench to depict professionals and consumers who embody this extensive knowledge about home improvement projects.”
New Liquid Wrench packaging also plays off this idea by offering a special mobile text code – a first in the industry. Consumers now have the opportunity to enter the can’s code onto their mobile devices to receive instant advice while shopping. Within seconds, they will receive a recommendation from Liquid Wrench specifying the right product for their specific need. The information will be updated regularly so consumers have the recommendations they need for that season.
“The new packaging provides detailed information, supported by the ground-breaking use of seasonally updated product information available by texting from mobile devices. No longer will consumers have to hunt to find a sales person to answer their questions or guess which product will solve their problem,” said Guggenheimer. “And, no longer will consumers mistakenly select Liquid Wrench versus an ‘all-purpose’ alternative.
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The comprehensive marketing campaign encompasses a new website (www.liquidwrench.com), an advertising campaign, a consumer education program with How-to videos and a social media effort targeted to DIYers.
“Our goal is to enable DIYers to learn for themselves by providing accurate and timely information,” explained Guggenheimer. “For that reason, the Liquid Wrench educational campaign will be available over a wide range of formats and delivery options to help consumers easily determine the right wrench for their job. There are no made-up uses here, just practical, how-to information for real life, with step-by-step examples of Liquid Wrench in action and guided by experts in the field.”
Consumers ask their questions via Twitter and search engines online to receive practical advice from Liquid Wrench experts. Guggenheimer continued, “They can also visit the Liquid Wrench Web site, enter their question in the search box and receive an immediate answer that addresses their specific need. They’ll also find information on Facebook and how-to sites like Howcast, About and Expert Village.”
Finally, consumers will be able to view valuable how-to videos posted on liquidwrench.com and other social media sites.
