This campaign was to introduce the third party product ranges that Wilhelmsen partnered with for the supply of speciality lubricants. It pushed the idea that Wilhelmsen product tested their recommendations over and above normal levels, to prove conclusively that their choice is the right choice for you.
– Kluber's rope grease says it doesn't drip. It felt right to focus on this benefit to deliver the Wilhelmsen campaign idea to introduce rigorous test levels ... the tone of voice starts to form here for the additional marketing communications.
