Peak's Antifreeze and Coolant, a division of privately held ethylene and propylene glycol maker Old World Industries, is putting NASCAR racer Danica Patrick in a multimillion-dollar national campaign where the company promises it will replace a customer's entire cooling system if its products don’t work.
The effort -- directed at do-it-yourself males -- includes national TV, spot TV, digital, retail promotions and branded cars at NASCAR events, per the company. The TV ads feature Patrick, NASCAR driver Clint Bowyer, and Duck Commander CEO Willie Robertson. The message: “Not everything in life is guaranteed, but we can guarantee your cooling system for life.”
In the spot, Patrick, Bowyer and Robertson are driving along backcountry roads in a 70s-era station wagon while escaping hordes of fans. When they plow through a closed warning gate and try to jump a collapsed bridge. the video freezes with the car halfway across. Robertson, in a voiceover, says: “I can’t guarantee how this will end, but Peak can guarantee your radiator for life.”
The TV campaign, with media spend around $2 million, per the company, includes buys on Velocity, American Heroes Channel, Discovery, CBS, ESPN2, NBC Sports, Outdoor Channel and Pursuit.
A Web site also features the 30-second ad, as well as behind-the-scenes videos and how-to videos. Since participation in the program requires tracking cooling system maintenance, the site also has a vehicle maintenance tracker.
The $350,000 digital push centers on search, with support from ads on Velocity, eBay Motors, US Autoparts, JC Whitney, RacingJunk, Facebook, Twitter and YouTube. There will also be a series of “We can’t Guarantee this will end well” memes with some of them featuring the trio in the ad. Peak will push them out through Facebook, Twitter, and Instagram platforms.
The company says the campaign includes in-store promotions and motion activated displays called "shelf talkers," as well as a sweepstakes component dangling a trip to Las Vegas for the NASCAR Banquet and casino cash at the Monte Carlo; and the stars of the ads will be at Chicagoland race in September in a branded race car.
The company says BPN did media placement; Ketchum handles PR; The Armory did digital/social; and Velvet Hammer Branding handled creative, retail and shopper marketing work.