As the very first jacketed aluminum alloy armored feeder cable, STABILOY® Brand MC Cable was truly unique. Until its introduction, traditional conduit and copper wire installations required conductors, conduit, elbows, fittings, junction boxes and five reels of cable. Conversely, STABILOY® Brand MC Cable was an all-in-one assembly requiring just one reel of cable. The strong, lightweight, aluminum alloy armor featured the flexibility to bend around corners, making installations easier. That meant fewer installation steps, fewer materials, less time and less labor. All of which added up to significant cost savings.

Upon learning of the unique user benefits that this cable provided to the industry, HeavyDuty Branding immediately assessed that this situation required more than awareness building. It begged for brand building. The kind of brand building that capitalizes on innovation in a way that not only sells product, but more importantly, builds business.

In order to create a unique brand for this best-in-class product, HeavyDuty Branding began its unique process of brand building.

STABILOY® was originally just a type treatment, which is very standard in the industry for brand logos. Updating the brand name was the starting point for HeavyDuty during the conceptual development phase.

In order to bring the logo to life, HeavyDuty created a human-like character mascot for the brand. A mascot was innovative within the industry and lent itself to fun, unique ways to engage the audience in a variety of ways:

In addition, a series of print ads was developed for STABILOY® Brand MC Cable that depicted either a real rhinoceros clad in aluminum alloy, or representations of such. In each, a different aspect of the rhino was connected with various benefits of the product; reinforcing the brand, and driving home its unique advantages, as well as building demand.

HeavyDuty erected a life-size rhinoceros for display at trade shows that General Cable attended. This added a great deal of attention and excitement to their booth, especially when visitors discovered that they could have a photo opportunity with the huge, tough and rugged “rhino”. In fact, many trade show attendees literally climbed aboard the back of the STABILOY® Brand MC Cable rhino when it came time for their click of the camera!

To keep the brand top-of-mind with General Cable’s customers, HeavyDuty also created a series of branded promotional items to be offered as giveaways to contractors and electricians. The items included jackets, hats, lunchboxes, thermoses, coffee cups and more. The items were awarded to customers via sales rep leave-behinds, trade show giveaways and online contests.

From descriptive brochures to sell sheets to trade show room drops, HeavyDuty made sure that the STABILOY® Brand MC Cable branded message was clear: “This is no ordinary feeder cable.”

Not to forget the online presence, HeavyDuty completed the comprehensive branding process with the creation of a microsite on General Cable’s website, online marketing in the form of banner ads, website merchandising with the rhino walking and talking across the screen, and more!

Such a well-rounded approach to the product's branding contributed to sales being up 22% during a down market.