New Campaigns

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Gorman-Rupp pumps up advertising

Gorman-Rupp, a manufacturer of industrial pumping systems, this month launched a print ad campaign to pump up the value of its brand. The campaign, developed by RMD Advertising, Columbus, Ohio, is aimed at purchasing decision-makers in the mining and construction industries. It is running in publications including Equipment World and MineExpo International. One ad has a headline that says, "Don't Buy a Pump," followed by copy reading, "Buy a mud sucking, trash devouring, water guzzling relentless piece of sanity." The campaign is designed to establish an emotional connection with users who depend on reliable pumps to keep their environments running smoothly. The ads drive readers to visit the Gorman-Rupp booth at the MinExpo International Show in Las Vegas Sept. 27-30. Additional executions will follow. Spending was undisclosed.

Henkel Loctite rolls out print campaign

Henkel Loctite last month launched a print ad campaign to introduce a new product line: QuickStix machine maintenance products. Martino & Binzer, Avon, Conn., developed the campaign, which has the tagline "All the thrills, none of the spills." Ads promote the QuickStix line of maintenance products. One ad features Robert Yates, owner of engine building company Robert Yates Racing, with copy reading, "After more than 30 years in racing, I've learned one thing: When your machine falls apart, you lose." Another ad describes the benefits of QuickStix with copy reading, "When you're walking the plant floor, you can get into those hard-to-reach spaces, coat overhead fasteners and apply blind treatments quickly and easily." The ads are aimed at maintenance personnel in manufacturing facilities in the U.S. and Canada and are running in trade publications including American Machinist, Maintenance Solutions, Maintenance Technology and Plant Engineering. Spending is in the six figures.

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