ITW Global Brands has launched a national advertising campaign with a 30-second commercial featuring the new Rain-X Latitude Water Repellency wiper blades and Rain-X Quantum wiper blades.
The company says the ad focuses on the unique water repelling benefit these wipers provide by applying a Rain-X water repelling coating directly to the windshield.
The campaign will run through February 2016 on a broad mix of platforms:
* national network and cable TV on highly rated sports and scripted programming;
* ESPN national TV sponsorship;
* college bowl game integrations, featuring in-game segments;
* digital weather-triggered advertising on Weather.com and Accuweather.com; and
* online pre-roll advertising on video sites such as Hulu.com.
Rain-X commercials will air on ESPN, Fox Sports, CBS Sports, NBC Sports, NFL Network, ESPN U, AMC, FX, Discovery Channel, The History Channel, and The Weather Channel. The new ESPN national TV sponsorship includes college bowl game integrations.
“During these Rain-X “Preparing For” segments, on-air talent discusses what teams have done to prepare for the game. This is a great fit with our brand’s core belief in being prepared for whatever comes your way,” says Harley Johnson, director of marketing.
The sponsorship will run through the most popular, final weeks of the college football season, when over 200 million people (68% of the US population) watched games last year, according to the company.
The TV campaign will be supplemented with advertising on Weather.com and Accuweather.com. Ads will be weather-triggered, reaching drivers when they most need to prepare for the weather. The new Rain-X commercial will also run on digital, including sites like Hulu.com, to reach a younger consumer set who may not watch traditional TV.
For more information, visit rainx.com.
ITW Global Brands is a division of Illinois Tool Works Inc. (ITW), a manufacturer of specialized industrial equipment, consumables, and related service businesses based in Glenview, Ill.