Tripledge

Background
Tripledge silicone wiper blades have been sold since the 70s, but without significant market penetration. In recent years, Tripledge was sold through Wal-Mart and smaller auto supply chains. Jamak Fabrication, maker of Tripledge, contacted SKSW to assist in developing a new advertising strategy to help invigorate the brand and increase sales.

Strategy
SKSW reviewed brand performance and attributes, and created a supporting super-hero character named “Captain Tripledge”. The Captain is actually a bobble head figure on a car dashboard, proclaiming his mission as the “Defender of windshields everywhere!”, while promoting the superior characteristics of silicone wiper blades.

Solution
Captain Tripledge has succeeded in delivering his message through radio and Web banner advertisements appearing during rainy weather, and pump toppers appearing in Wal-Mart gas stations around the country. SKSW is continuing brand development with the rollout of a U.K.-based eCommerce site.

Results
Tripledge sales have more than doubled, necessitating increases in manufacturing capacity. The Captain says, “Great advertising works.”