In 2015, ESAB Welding & Cutting launched their most important product to date – a truly game-changing welding machine called Rebel. It was the first of its kind and created a whole new category for the industry. And we were an integral part of all aspects of the product introduction, beginning with the development of a campaign tailored for consumers and distributors, and then seeing the execution right through launch and beyond.
We developed a bold, in-your-face campaign that made it easy to convey product benefits (truths), but also dared our audience to give the machine – and ESAB – another look.
We created two campaigns – a teaser designed to generate interest in the machine pre-release, and a launch that kicked off after the machine was unveiled. Both campaigns were fully integrated and included landing pages, digital and print ads, content strategy on Facebook and Instagram, collateral, blogger outreach, national TV spots produced 100 percent in-house, product placement on industry TV shows, packaging, and tradeshow materials.