An ad agency developed a bold new campaign for their manufacturing client - edgier than anything the brand had done before.
They tested it with customers, distributors, and prospects to see if the direction would land. The ads connected with blue-collar customers. The humor hit.
But the client sold through distributors, not direct and the distributors weren't having it. Because they tested first, the agency caught the disconnect before anything went live and redirected in time.
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