Setco
The Challenge
Like the Intel chip, a Setco spindle is the “secret ingredient” to superior performance among the world’s most complex manufacturing machinery. But the incursion of low cost, low quality suppliers into the market right when machine manufacturers were under intense pressure meant the company had to strengthen it benefit message.
The Approach
The branding program set out to simplify the complex product line strategy and elevate the sales story. By focusing the campaign on the longer life of a Setco spindle and the advantages of the Setco rebuild and repair program, the world’s largest machine manufacturers learned that when they demanded a Setco spindle, they were Set For Life.
