In this consumer product marketing case study, we focus upon Instant Power Corporation, a consumer-packaged goods company headquartered in Dallas, TX, manufacturing drain openers, drain maintainers, sewer & septic products and more.
Instant Power has operated successfully for over 50 years, leveraging their proprietary product formulations that are proven to deliver better results than the big dogs Drano and Liquid Plumr. So what’s been keeping this challenger brand with a superior formulation and great retailer relationships from taking more market and mind share away from the industry Goliaths? Two words: Brand awareness.
Instant Power needed a powerful messaging platform and memorable campaign that would cement the name Instant Power in the hearts and minds of consumers while driving their clear point of difference home. To do this, Agency Creative first created a strong brand positioning that conveyed the fact that Instant Power is, in fact, “seriously better.” We then created a singular brand message encouraging consumers to “Feel the Power” of Instant Power. Not just the clog-busting power, but the powerful feeling of joy that DIY’ers get from conquering a hairy plumbing problem.
The consumer product marketing campaign is anchored by a rebranded website designed to bring the new campaign to life without busting the budget.
Programmatic digital media programs initially launched in three cities for optimization and then rollout to more markets.
“These guys impressed us with their strategy-first approach, digital intelligence and smart creative. We look forward to having a long and profitable relationship with Agency Creative.”
PRESIDENT OF INSTANT POWER CORP.
We’ve seen success in the walk phase of our “crawl, walk, run” strategy. The marketing efforts of the walk phase have proven significant results. We are eager to continue the campaign as we move into the run phase.