IPAC needed to present an overall improved, professional image and raise its profile as an established, trusted, customer-focused, global source of quality petroleum and additives products within the industry.

A new logo and brand identity, positioning, and tagline (Never underestimate the power of the independent) were created along with a “bigger doesn’t mean better” message strategy (based on insights obtained through customer research), communicated through advertising and a new company brochure as part of an integrated global campaign.

The launch ads featured imagery of dinosaurs and referred to IPAC’s larger competition as “lumbering giants” and demonstrated that while IPAC competes on the same level as its larger competition in terms of product quality, competitive pricing, global reach and overall product effectiveness, they can consistently beat them up on customer service, relationships and responsiveness, every time.

The response was extremely positive, unless you’re the competition. The ads scored well above average in readership studies for awareness, large orders were placed as a direct result of the new advertising, the industry was buzzing, and for the first time, competitors became nervous, a little pissed off, and noticeably concerned. Mission accomplished.