Tapping into a movement to revitalize a brand.

Lubricants may seem like an unemotional category, but Liquid Wrench knew it wasn’t so. They wanted to understand the emotions behind DIY projects and the growing “Maker Movement” – those who have a strong desire for creativity through these types of projects.

Our Approach

Kelton started with a foundational quantitative study to understand where Liquid Wrench was positioned against competitors, and where there was white space opportunity for it to position more strongly.

Then we had lengthy conversations with DIYers and those active in the Maker Movement, first online and then live interviews in their homes (and garages).

The Outcome

By understanding the emotional role that products like Liquid Wrench play in facilitating Makers’ creativity, Liquid Wrench developed a new strategic brand platform.

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