Husky Liners, a leading manufacturer of aftermarket products designed to protect a vehicle’s interior and exterior, re-launched their premier line of vehicle floor liners; the X-act Contour.
Blind research was conducted in early 2014 putting four floor liners in front of 43 consumers and asking them to choose which liner they preferred. Of the four liners reviewed, two were top competitor liners, one was the Husky Liners WeatherBeater™ and one was the Husky Liners X-act Contour. After examining each liner and their advertised features, the research revealed that nearly 65% of consumers chose the X-act Contour as their top choice. When asked why, participants of the study noted the rubberized texture felt richer, softer, and more likely to settle into the contours of the vehicle than the more rigid, plastic liners.
“We were blown away by the response to the X-act Contour.” Stated Doug Johnson, Sr. Design Engineer at Husky Liners. “We’d had great performance from our Thermo-Formed WeatherBeater liners, but were not initially quite sure how to position the X-act Contour. Based on the results of this study, we feel very confident in our re-launch strategy.”
As a result of the key findings from the market research, Husky Liners made some improvements to the X-act Contour product line and created new packaging that encourages consumers to “feel the liner” through a hole that was die cut into the box. Also, Husky Liners commissioned a new advertising campaign. The campaign has already been launched in print, digital and in-store marketing. One of the most notable pieces is a tongue in cheek product demonstration video called “Comparison”. The video focuses on four unique selling propositions of the X-act Contour; The premium look and feel of the product, the FormFit Edge™, the StayPut Cleats™, and Husky Liners’ Lifetime Guarantee.
The 4-minute Comparison video features two fictitious engineering “nerds” named Patrick and Shannon who take the viewer through a series of four tests. Husky Liners VP of Global Strategies Dan Beaulaurier stated, “We had a lot of fun making this video. Even though there’s a strong comedic aspect, the video works to educate consumers on the top four selling features that set this product apart from the competition. After watching the video, I think most would agree that choosing the X-act Contour is a no-brainer.” You can view the Comparison video at http://youtu.be/OpGh8Vbf3Z8
About Husky Liners
Founded in 1988 and headquartered in Winfield, Kansas, Husky Liners is a leading manufacturer of automotive aftermarket products designed to protect the interior, and exterior of your truck or SUV. At the core of its diverse product line-up is the Husky Liners brand of custom fit floor liners, including front seat, rear seat and cargo area. The company also manufactures heavy-duty floor mats, custom molded mudguards and a wide assortment of quality products designed to help extend the life of your vehicle. All products are manufactured in the USA and most come with a hassle-free lifetime guarantee. For more information, visit: www.huskyliners.com.