Evans has a unique product. One that goes against everything car enthusiasts believed to be true about their vehicles. We needed to convert this passionate, engaged audience to a product they were intensely skeptical about—and charge them four times more for it.
We needed to reprogram the audience’s thinking and make it clear that water—the very thing enthusiasts believe to be integral to their vehicles' operation—is actually the cause of the troubles they seek to avoid.
Since the campaign, Evans Waterless Coolant has dramatically increased its distribution globally, initiated an e-commerce strategy and doubled sales over the last five years.
:30 TV spot example run during car enthusiast programming
Example print and digital ads targeting different car enthusiast demographics
One of the Facebook carousel ads targeting off-road enthusiasts
Featured segment on Adam Carolla's CarCast podcast
Classic car museum preservation sponsorship program
