Introduction
After leveraging BOLTGROUP’s brand and product design expertise with products like BenchtopPRO™, CRC saw an opportunity to partner with BOLTGROUP again, this time to address new market opportunities for one of their leading product brands, CRC Brākleen®, by repositioning the line to better address customer needs, maintain market share, and lay the foundation for future growth.

Challenge
To base the work on the latest information, the CRC Brākleen team desired to update the assessment of market size, share, and competitive landscape, as well as refresh the understanding of CRC Brākleen’s positioning relative to competitors. Additionally, the company was rolling out a new global brand platform, which meant the team would need to strategically work to optimize budget spend and align any new product brand strategies with the developing overarching platform.

Solution
The CRC Brākleen brand carried with it a successful product story since it became the original aerosol brake parts cleaner in 1971. To embrace this history while providing for the brand’s continued success into the 21st century, BOLTGROUP conducted market and consumer research to help the team better understand their current landscape and end-use customer. This consumer research included gathering perspectives from professional technicians and DIYers who rely on CRC brake maintenance products. This research provided deeper insights about what current and future customers care about to help guide product enhancements and position the company for growth.

Leveraging this refreshed understanding of the market and its consumers, we developed a product brand strategy and a messaging platform for CRC Brākleen aligned with the new CRC global brand platform.

Result
CRC relaunched the CRC Brākleen brand to current and future customers with new and increasingly compelling assets that allowed them to quickly respond to market changes and appeal to the latest consumer needs. CRC has been a market leader for decades, and through partnership with BOLTGROUP, they have remained leaders in the brake maintenance product market. In keeping with the CRC Brākleen brand vision, together we were able to keep the people who do the work that keeps the world moving forward, moving forward.