Launched the same year as its dominant rival WD40, PlusGas is probably the most effective lubricant of its kind. However, with increasing pressure to grow sales, owner Saint Gobain asked SURE! to help.
Capitalising on the product’s British heritage, SURE! created ‘The Best Is Back’. This gritty retro-grunge approach tested positively and was readily adapted to trade press, digital and in-store promotions. To maximise return, SURE! created a highly focused campaign, using sampling to put PlusGas directly in the hands of potential users. Focusing on shows and events from the Isle of Man TT to Silverstone Classic, we collaborated with a promotion agency to realise national coverage within a twelve-week window. SURE! also developed the supporting collateral including tester packs, vehicle branding and team clothing.