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Blue Rhino
Building Brand Image
Client: Blue Rhino
Situation:
As the #1 brand in propane tank exchange, Blue Rhino needed a way to deliver a compelling brand image to consumers to help differentiate the brand in what is perceived to be a low involvement, commodity category.
Challenge:
- Build awareness for Blue Rhino and reinforce the brand's category leadership.
- Create consumer and media interest in the category for inclusion in annual grilling stories.
- Establish grilling as a way of life for both men and women.
Execution:
Create the news! Quixote Group developed a series of unique programs that are specific to Blue Rhino, including:
- Songs to Grill By - The top 20 grilling songs identified by more than 2,000 avid grillers, and posted on iTunes for download
- Cookout Capitals - The top 100 cities to grill in based on key weather facts.
- The Official Grilling Man and Grilling Woman Surveys, a a 3-year series of consumer surveys designed to celebrate the grilling lifestyle with fun facts and quirky information.
program Results:
- More than 61 million gross impressions were generated by the Official Grilling Man and Grilling Woman surveys. Coverage included Robin & Co. (CNN), Newsday, The New York Times, Miami Herald, Men's Journal, Men's Edge, Quick & Simple, For Me magazine.
- More than 34 million gross impressions have been generated by the Cookout Capitals program.
- Coverage includes TV, radio (0n-air interviews), newspaper, magazines and the Internet.