Northwest superstore Eagle Hardware & Garden (now Lowes) found its market share at risk as category killer Home Depot began opening stores next to nearly every Eagle Hardware location. The Jones team used Eagle’s home field advantage… literally. Television commercials featuring Seattle Mariners stars appealed to the hometown crowd while boasting Eagle’s superior selection. The popularity of the campaign forced Home Depot to buy out Eagle’s Mariners media sponsorship, but it was too late. The 8-year campaign had a very loyal following. Eagle beat Home Depot’s sales in the Northwest every year until purchased by Lowes in 1999.
Home Field Advantage
Eagle Hardware: Edgar "Big Bat"
Major retailers such as Walmart and AutoZone threatened to remove Eagle One products from their shelves, citing sluggish sales and inadequate promotional support. Eagle One’s previous agency had created expensive 30-second branding ads, but they weren’t returning sales.
Eagle One’s Nanotechnology products are demonstrably superior to those of competitors, but the complex technology takes time to demonstrate. We created long-format infomercials that included convincing demonstrations and powerful testimonials. With Adrienne Janic, the female co-host of Overhaulin’, as the spokesperson, the infomercials used strong branding and mnemonics to help support the retail channels, while creating a self-supporting direct-response campaign. We also created web videos and graphics, retail support materials, and traveling auto event exhibits.
Eagle One increased sales 37% annually across all retail channels. Walmart and AutoZone not only continue to stock the brand, but also have had a hard time keeping it on the shelves. AutoZone named Eagle One its “2008 Comeback Brand of the Year.” Jones Advertising’s creative effort was named “Automobile Infomercial of the Year,” and our campaign’s success was the cover story of Response Magazine.
“Jones Advertising really helped to re-invigorate the Eagle One brand. We’re thrilled with our 2008 direct and retail sales, and we’re looking forward to expanding in 2009!”—Lorna Willis
Brand Marketing Manager Eagle One, a Division of Valvoline (Ashland, Inc.)