CASE STUDY: JML use BRC Sponsorship to launch new products

Provided by British Rally Championship
JML's brand strategy was to launch, endorse and generate a new product range listing primarily with major grocers.

What was the Challenge / Background of the Campaign?

Mantis Instant Shine is a brand of car care products owned by John Mills Limited (JML), the development of which centered on the launch of an innovative 'waterless' cleaning product. JML's brand strategy was to expand and generate new product listings primarily in the major grocers.

What was the Campaign Objective?

To raise the profile of the Mantis brand and open new retail accounts in the major multiples. Generate brand awareness and promote the product's benefits and drive consumer traffic to store.

What was the Solution?

Through association with motor sport and the British Rally Championship (BRC), the brand enjoyed a competitive advantage by aligning credibility, image and prestige whilst heightening the visibility of its products among customers, and crucially, that of retail decision makers. A comprehensive sponsorship package (event advertising, TV, online and national press) enabled JML to augment an array of marketing opportunities presented by the BRC.

What were the Results?

The sponsorship was successful in delivering the objectives in full, and the Mantis brand is currently the only JML products retailed in Sainsbury's and Asda. Testimonial: Thom Bateman, Director of Brand and Design, JML/Mantis "I wanted to thank you personally for all your help in the time I was at JML with the Mantis project. The BRC were an absolute pleasure to work with, and I am extremely grateful for everything you did to make the Mantis brand so successful. It's no coincidence that it remains the only JML product ranged with category in major UK retailers."

What were the Key Learnings of this Campaign?

Sponsorship of the British Rally Championship a leading UK motor sport property provided the ideal placement for JML's new product to launch and to be listed with major grocers.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1 Adults, Male bias
All adultsMale
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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