What we did

3M™ Cubitron™ II Abrasives represent one of the biggest advancements in sanding technology in a generation. A true abrasives revolution. The problem? A difficult-to-reach, hard-to-convince audience that had heard the hype before and was comfortable with their current routine. Concept Group gave the campaign a strong, confident, plainspoken voice that highlighted the no-risk product guarantee of longer life and faster results than conventional ceramic abrasives. Hard-hitting tactics included a brand website, co-op opportunities, banner ads, e-mail campaigns and an ongoing pay-per-click online advertising strategy.