StoneAge Inc. is the world’s leading manufacturer of automated waterblast equipment and tooling for industrial companies and contractors worldwide. The company was facing an influx of imitation products in the market.
Once patent protection expired, manufacturers sought to produce similar products more cheaply. However, these knock-off products were inferior. Low-quality parts and limited testing often meant that the users would experience a product failure in the field (while in use). With commercial high pressure waterblasting, a product failure can cause serious injury and even death.
At the same time, marketing and advertising in this space is typically lacking an accurate reflection of the needs, wants and sensibilities of the audience. In addition, ads simply, and only, highlighted product specs. Retina saw the opportunity to push StoneAge to engage with their customers and prospects on a more emotional level – to position the brand in a way where the value they received was bigger than any one product.