HB&M targets NASCAR's loyal fans for Ecolab

Ecolab is the nation's largest provider of commercial and institutional cleaning and appearance chemicals, but is virtually unknown to consumers. In a test-market program to penetrate the consumer market, Ecolab chose HB&M to help launch a line of new car-care products to consumers in selected markets, under their specially-licensed "NASCAR Autocare" banner.

Using our long-time experience in NASCAR racing, HB&M created an integrated campaign of product literature, print ads, and a 30: second TV commercial, knowledgably designed to appeal to the buying loyalty of NASCAR fans. The campaign was successful in leveraging
the product line's entrance into several major car-care chains.