Opportunity
Manufactured by Praxair, Inc., a leading international distributor of industrial gases, HeliStar GV is a gas for welding galvanized and coated metals. The challenge of this assignment was convincing welders that the product solved one of their biggest problems -- welding galvanized metals -- and would save them serious money.
Strategy
Hellman developed a hard-hitting new positioning statement for the product, "Do it for your welders. Do it for your bottom line." This immediately communicated to customers that HeliStar GV solved welding problems and saved them serious money. We also conceptualized a 3D sales kit, mystery caller program, "How to sell it" mini sales guide, and direct mail and trade ads.
Solution
The product sales far exceeded the projected sales goals within just five months into the year-long campaign.
