MER were quite shocked when Automotive industry marketing specialists WDA initially suggested that they aren’t really selling car care products, they’re actually selling a shiny car, personal pride and investment protection, in other words the product experience NOT the product itself. With lots of competition in the category (especially on the shelves of main retailer Halfords) WDA Automotive Marketing’s goal was to create a distinctive, emotive and desirable new positioning for MER, one which clearly differentiated around a believable and engaging proposition and which MER could not just claim, but own.
Sales uplift in Halfords following WDA Automotive Marketing's brand re-launch
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