Manchester-based creative agency Access has won the campaign to launch Slime’s tyre pressure repair product range in the UK.
Slime is the worldwide market leader in the supply of tyre puncture prevention and repair products in the bicycle, motorcycle, automotive and garden sectors.
Although established in over 80 countries and well known in the UK bike market, Slime has so far failed to establish any real presence in the automotive tyre repair category.
But there are big plans to turn this round with a national press advertising campaign, a large scale trade launch targeting independent and larger retail groups and a competition microsite, which will also direct consumers to stockists as well as promoting the broader Slime range.
The campaign will target consumers for whom the car is an essential part of their business (tradespeople and sales reps alike), and will be built around the simple proposition that Slime’s Emergency Puncture Repair Kit is essential for anyone who can’t afford to be off the road.
Simon Landi, Managing Director of Access comments on the new alliance: "This is a really exciting product and it’s great to be involved at such an early stage. The AA has been carrying Slime for the last two years and all the research tells us it’s safer and better for the environment than competing products, so this should be an easy sell."
Paul Sullivan, spokesperson for Slime in the UK is also very complimentary about the partnership: "I’ve worked with Access in a previous life, so I knew they’d do a great job with the launch; their creative force and logical approach to delivering projects gives me great faith that this launch will be a success."
"In fact the work produced to date has already proved to be well worth the investment! It’s helped us get a trial at a major retailer who we never expected to entertain. If we keep going like this we’ll need to expand our horizons."
