This product was named by chemists based on its structure. But I believed the name also can highlight the four ways it protects:  equipment and products, processes and productivity, the environment and regulatory compliance, and reputations and brand experiences.  Thus, the brand pillars were: durability, productivity, sustainability, and integrity. 

This campaign also targeted four market silos: automotive, industrial (farm equipment, shipping), infrastructure (pipelines, etc.), and metal food cans. Messages were tailored to speak directly to these markets. Showing final products (cars, ships, pipes, cans) in real-life harsh conditions emphasized the need for superior protection—insinuating that Tetrashield does the job where the competition might fail. The headline, “There’s no such thing as overprotection,” implies that using the competition may leave you vulnerable. The campaign was implemented through advertisements, web banners, direct mail, email, press releases, and trade show presence—addressing each of the four markets and promoting the four brand pillars.

At trade shows, brightly colored suits of armor coated with Tetrashield, dramatically reinforced the protection message while attracting a crowd to the booth.

My role: determine the value proposition, brand development, brand pillars, brand story, overall campaign concepts/themes, campaign hierarchy, copy