Case Study for Agency
03-1014866-975

Situation: Client Bendix-Mintex Pty. Ltd Australia, markets Axxis brand
brake pads, formerly Repco brand.

Marketing Challenge: Client was licensing long-standing,well-recognized
Repco brand name brake pads and needed to end licensing agreement,
change name and create new brand without disturbing/reducing product
flow or sales.

Application of Solutions. Agency successfully re-named product Axxis.
Imagery showed Recpo brand sliding into new Axxis package. Utilized
combination of new packaging, direct mail, market-directed advertising,
and direct calls at key customers with power-point presentations. Short
ad text keyed on stability of company, transition to new brand based on
changing market conditions. Advertising was directed at both
distribution and installers of product.

Results: Sales of product continued to increase without decline since
introduction of new brand.

Key to suuccessful results: Agency expertise in field, and on-target
creative combined with excellent agency/client relationship.