InSinkErator® - PRO Series® product rollout

PRO Series® product rollout – InSinkErator®

C-22 was brought in to collaborate with the InSinkErator® marketing team on the national launch of the new PRO Series® line of food waste disposers. After studying the enhanced product features, benefits and other physical attributes, it seemed clear that one of the differentiators was the actual color of the disposers. The PRO Series line had its own unique color – black – to set it apart, and we leveraged that cosmetic change to help draw attention to the improved performance features of the line.

Strategy
Interactive Training Programs
Print Collateral
Web Design & Content
Advertising & Video
Brand Identity
InSinkErator® PRO Series® product rollout Video

We named the rollout “Pitch Black” and built a complete program around it. We determined the flavor of the brand and its key messages, we concepted the look/feel of the rollout, created a variety of sales support materials, and finally conceived and executed a web-based sales training program for industry professionals. The highlight of the online program was a theatrical movie trailer video that we wrote and produced to help set the tone for the product line with plumbing professionals.

The PRO Series program first launched in the U.S. and several months later was taken into Canada, where InSinkErator officials called “Pitch Black” the most successful Canadian product launch in recent memory.

PRO Series® product rollout
C-22 is a trusted creative and strategic partner for us that really came through with the PRO Series rollout. With every step – from concepting to execution – C-22 was on point and helped us with a very successful product introduction.
Michelle Gross, Former VP of Channel Marketing & Communications

that’s all for this project.

but there is still more to see: