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Press release

Rust-Oleum unveils Factor 4 Synthetic Wax


Rust-Oleum has unveiled one of its newest products. The Factor 4 Wax System uses electrofusion technology that delivers a showroom shine and protects vehicles for us to three years. Enlarging its footprint in the automotive category, Rust-Oleum has partnered with design and brand experience agency, VSA Partners, to bring this innovation to market in a fresh way that appeals to the product’s target audience of car care aficionados.

Why does Rust-Oleum continue to take on the uber-competitive automotive space? With 100 years of experience, Rust-Oleum has advanced technology within paint and coatings, which positions them as an authority and credible player. “For Rust-Oleum, we know that we can innovate within the auto space,” says Bo Kessing, senior automotive brand manager at Rust-Oleum. “We started asking ourselves: What if your car could look like it was brand new even if its model is years old? And now it can with Factor 4.”

Preparing for launch, Rust-Oleum needed a thoughtful plan as to how Factor 4 would come to life. In a category saturated with serious, product performance-based messaging, Rust-Oleum has differentiated Factor 4 with its creative—there’s an intentional range from more lighthearted to more hard-hitting support around the technology. For example, more humorous spots occupy space on Instagram and Facebook, while the brand is telling a more in-depth tech story on Pinterest. Similarly, design choices—like using white and gold—stand out against the competition which regularly uses dark blues, greens and black. The new, human, look and feel for Factor 4 can be seen across OLV, OLA, social media and the brand’s new website.

“Partnering with a legacy brand like Rust-Oleum and helping them think through how to creatively disrupt an equally legacy category is an unreal experience,” shares Jim Toth, partner, executive creative director at VSA Partners. “We’re excited to see this product rattle the automotive space and continue to work with Rust-Oleum across more of their brands.”

In a competitive review, Rust-Oleum named VSA Partners agency of record in October, 2018. VSA continues to work across all Rust-Oleum brands, including strategy, creative, design, content and social media. The Factor 4 Synthetic Wax System is available on Amazon and at Walmart stores nationwide.

Check out similar marketing/advertising work from VSA Partners: Goose Island Brewing Co and Kleenex.