Case Study: Lehigh Technologies builds a high-performance global brand with Antenna

Lehigh sought to overcome perception that recycled materials are low quality, by creating a high-performance, low-cost global brand

Lehigh Technologies worked with Antenna to address a market challenge: recycled materials were often perceived as low quality, even though Lehigh produced a sustainable, cost-effective raw material for tire, rubber, and plastic products. The company needed help building a high-performance, low-cost global brand and expanding awareness for its specialty materials offering, including Micronized Rubber Powder (MRP).

Antenna developed a branding and communications strategy that created MRP as an industry term, strengthened Lehigh’s messaging across multiple markets, and reduced technical risk through bylines and partner endorsements. The effort generated strong financial and trade media visibility, including coverage in Dow Jones, Bloomberg, and MarketWatch, totaling 124M impressions, while also helping Lehigh win major awards and attract investors, ultimately contributing to its acquisition by Michelin.

Lehigh Technologies