Permatex changes publicity campaign

Oct. 13, 2012
Media campaign incorporates print, online, PR and social

Permatex, a leader in chemical technology for automotive maintenance and repair, recently launched a comprehensive media campaign designed to establish Permatex as "the solution center for all automotive maintenance and repair needs." The multi-faceted, campaign will create millions of impressions in an effort to promote the many benefits of Permatex and Spray Nine branded products, and help drive increased consumer demand.

The 2012 campaign, which targets both trade and consumer audiences, includes a full roster of media venues such as print ads, online and digital media, PR outreach, motorsports endorsements, and social networking via Facebook and Twitter. Additional program support includes online sweepstakes, Facebook giveaways, in store promotions, POP, merchandising, and QR codes. The campaign will also tie-in a full site relaunch of, due this October.

New slogan: "Always right on the job"

A key element of the campaign is the company's new slogan, "Always Right On The Job."  According to Diane Phelan, Permatex Director of Marketing, "We chose our new theme because it best describes the promise that Permatex offers to its customers, and plays out a double entendre, reflecting the reliability of Permatex products for both professionals and do-it-yourselfers and the ability to offer the right solutions for a variety of jobs."

Phelan also notes, "We are embarking on a very ambitious program to let our customers know that Permatex is the answer to their automotive maintenance and repair needs – the one-stop shop that helps them to get the job done right, the first time. Our campaign, which is promoting both our Permatex and Spray Nine brands, targets all levels of distribution, from our WDs and retail partners to our end user consumers at the professional, do-it-yourself, and enthusiast levels."

Phelan also noted that the purpose of the Spray Nine campaign is to increase awareness for the multi-uses of one of its flagship products, Spray Nine Cleaner & Disinfectant. Spray Nine gets its name from the nine distinct uses it offers to the customer. Since earlier this year, the company has been trial sampling the product to further increase consumer engagement.

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