SYLVANIA’s Automotive division came to GarrandPartners with a big challenge: How do you increase headlight sales and profits if people only buy new headlights when they burn out? Through extensive consumer research we recognized that safety was the reason. To be safer on the road, people would pay more for headlights and upgrade them more often. The national campaigns we’ve developed use major media, social support, events and in-store support.
Sales gains for 10 consecutive years leading to cumulative sales growth of 346% – and the creation of a new category of premium headlights.