The Merchant Six vending machine represents some of the greatest advancements in vending technology over the past twenty years. The machine employs many breakthrough features, and promises to change many bad perceptions that have plagued the vending industry for years. To illustrate this point of difference and entice prospective buyers, we developed a clean, modern brand identity and the slogan “distinctly different.”
From there, we developed a multifaceted advertising and marketing campaign to launch the brand. The campaign included international print ads, direct mail, sales materials, a multimedia video presentation and trade show graphics.
The cornerstone of the launch was the “Breakthrough” print advertising campaign, which ran in national and international publications. We developed a striking concept that graphically engaged viewers and captured the impact of Merchant Six’s introduction.
What started with pencil sketches in brainstorming sessions developed into a fully-integrated brand launch that culminated at the National Automatic Merchandising Association (NAMA) National Expo. With an engaging brand presence and unique sales materials, the expo was a huge success for Crane.
The brand was rolled out to market across Trade, Digital, Print, and OOH mediums.