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Blue Rhino

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• Build-A-Bear

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:

Created the Official Grilling Man and Grilling Woman Survey, a 3-year series of consumer surveys designed to celebrate the grilling lifestyle with fun facts and quirky information. Survey results helped develop additional media relations opportunities, including:

• Songs to Grill By - The top 20 grilling songs identified by more than 2,000 avid grillers, and posted on iTunes for download
• Top 100 Cities to Grill In - Which cities are best to grill in based on key weather facts.

program Results:

• More than 61 million gross impressions have been generated to date by the Official Grilling Man and Grilling Woman surveys.
• Coverage includes Robin & Co. (CNN), Newsday, The New York Times, Miami Herald, Men's Journal, Men's Edge, Quick & Simple, For Me magazine.
• Radio coverage includes WOR (New York), KDKA (Pittsburgh) and the John Boy and Billy radio show.