HOUSTON (Oct. 29, 2014) — ITW Global Brands has launched a national advertising campaign focusing on its Rain-X wiper blades and Rain-X Original Treatment products.
National TV marketing will focus on sports programming, compared with previous advertising campaigns, to help ensure Rain-X consumers see the company's 30-second commercial, ITW said. The commercial will run on ESPN, Fox Sports, SEC Network, ESPN U, NBC Sports, American Heroes Channel, FXX, The History Channel and the Weather Channel.
The new, national NFL network sponsorship — “Outsmart the Opponent” — will run during the weekly “Playbook” program airing 8-9 p.m. EST. The Rain-X segment will feature former Super Bowl-winning coach, Brian Billick setting up key weekend match-ups and what those teams will need to do to outsmart their opponent and win the game.
The sponsorship includes visual and audio branding throughout the segment in addition to a favorable schedule for the Rain-X commercial on the NFL network to drive increased brand awareness during the winter driving season when demand for wiper blades and glass treatment products peaks, the company said.
The NFL sponsorship will run through January 2015 and will include programming leading up to Super Bowl playoffs.
Rain-X will supplement its TV advertising effort with digital advertising on Weather.com and Accuweather.com sites. The digital initiative will leverage weather triggers to run ads when consumers are most receptive to the Rain-X wiper blade advertising message, building on the success from its first quarter 2014 weather-triggered digital ad campaign, the company said.