Case Study: Evans Waterless Coolant doubles sales with Mintz + Hoke

Evans Waterless Coolant doubles sales over 5 years with Mintz + Hoke

Mintz + Hoke partnered with Evans Waterless Coolant to empower the challenger brand. The challenge was to convert a highly skeptical and passionate audience of car enthusiasts to a unique product that went against their long-held beliefs, all while charging a premium price that was four times higher than traditional options.

The strategy implemented by Mintz + Hoke focused on reprogramming the audience's thinking by positioning water as the cause of common vehicle troubles. The solution included a multi-faceted campaign with TV spots, targeted digital and print ads, a podcast feature, and a museum sponsorship. As a result, Evans Waterless Coolant dramatically increased its global distribution, initiated e-commerce, and doubled its sales over a five-year period.

Evans Waterless Coolant