If the challenge is to launch a new product on the market with a strong visual, team D’M&S is your go-to partner. Industrial lubricants producer CRC identified us as the creative partner they needed to create a concept with international stopping power.
CRC develops chemical products for industry, including automotive, food and electronics. The new addition to its range of lubricants is a spray that has been formulated specifically for the food industry, ensuring it can be safely used around food. We conveyed this USP in a compelling concept visual: a spray can that morphs into a sliced sausage. The focus is on the product and the message is clear at first glance.
As CRC is active in various countries the choice of sausage was an important factor. It needed to be quite neutral. Non-halal pork sausages were out then. Our creative team also produced a set of ads in various languages – from copy to layout – clearly setting out the product characteristics and certifications, ensuring that CRC immediately made the right impression to the target group.