Situation we faced: How do you build product and brand preference in the commodity market for commercial casters?

Insights: Product differentiation is nearly impossible in the category, however Caster Connection brilliantly innovated the high performance CC Apex caster wheel. After product testing, it proved to be superior in almost every testing category. The target audience of manufacturing purchasers and safety engineers is risk averse and not likely to easily change. Cult found the emotional connection by teasing their insecurities.


To generate more awareness, we went full monty on the creative strategy to get buyers’ attention and position Caster Connection as the innovators in the market. With videos and direct mail featuring the performance of their latest innovation, the CC Apex, Caster Connection made inroads with numerous major clients such as GM, Mitsubishi, Volvo, and others.