Cramer-Krasselt, the nation’s second-largest independent marketing and communications agency, and Rain-X, extension of Illinois Tool Works Inc. an industry leader in automotive aftermarket glass, launched a new TV and digital campaign that positions the brand beyond the windshield and onto the rest of the vehicle.
The campaign highlights the dependable and innovative repellent technology the brand is known for, but aides in helping consumers see the product in action beyond the windshield and beyond the sole use as a rain repellent. The creative tracks a vehicle as it drives through the seasons and the elements, driving home the point that Rain-X Pro Cerami-X Glass Cleaner + Water Repellent makes the vehicle ready for anything.
“To help Rain-X shed the perception that they are a glass care brand in a car care world, we had to create something that would drive consumers to think of the brand beyond the windshield,” said Todd Stone, Senior Vice President and Executive Creative Director at C-K. “Through crisp visuals and thorough detail, we’re thrilled to showcase Rain-X as an expert in repellency for the entire vehicle and extend Rain-X’s credibility beyond glass and wipers.”
The campaign film will be supported by 30-second, 15-second and 6-second spots. Each video will be amplified across digital and social channels.