LPI Product Branding and Awareness
Research laboratory product manufacturer LPI offers an extensive product line and with growing market penetration of the widely diverse product line the corporation offers, customer awareness of the sole source of the various individual products in which they place their trust seemed to slip. They felt the need to raise customer awareness of their dominant position as provider of the most desirable products in research, and requested a series of ads to reinforce the company name and position the brand at the top of the hierarchy. Along the way, it was discovered that many prospective customers were unaware of the company as a manufacturer of steel kennels, whereas in reality, years ago, they had authored the book. High quality steel kennels and caging first made the company’s name. Historically, this is where they first found success. The ad, “Kennels? Of Course!” served as a reminder.