What did Fox do?
Three sub-brands with overlapping products, each fighting for the same market didn’t make sense – Fox worked with Parker to align each brand with a specific compressed air technology – filtration, separation and adsorption.
Fox then created a new brand proposition and campaign concept – to communicate the brand alignment to internal and external audiences, and create a clear platform for market-orientated communications.
A consistent brand-style was applied across all products – to create uniformity across all brands, and to help customers identify the right Parker solution.
A global campaign has been rolled-out across online and offline media, all incorporating the ‘Focused On’ concept to allow highly-targeted market and solution-specific communications across PR and advertising, industry events, literature, video and animation…and even internal branding at Parker locations.