On the back of the category dominance driven by SYLVANIA SilverStars’ success, GarrandPartners led the creation of a line extension we named SilverStar zXe. The new product introduced the SYLVANIA brand to a whole new generation of users we named “tuners”, a passionate group of car customizers. To reach them we built brand awareness for SilverStar zXe using radio, targeted TV and print in Tuner magazines. But, most importantly, we found ways to inspire them by putting the product in their hands and in their world by negotiating a lead sponsorship of a national show tour that has turned our target audience into brand ambassadors.
SilverStar zXe is one of SYLVANIA’S most successful product launches ever, so much so that they can’t keep it on the shelves and it has made them the undisputed leader in automotive lighting.