Case Study 28: NEW PRODUCT LAUNCH
Turning Copper into Gold!

Background

RIDGID launched one of the most revolutionary products the copper tube-working industry had ever seen. Called the ProPress® System, it was a new way to connect copper tube without using solder. The introduction was a strategic partnership between RIDGID and Viega, a German-based company.

Objective

The biggest challenge of this launch was convincing multiple audiences that ProPress was a better way to join copper tube. North American contractors had always used soldering to join copper tube, even though soldering is time-consuming. In other words, they were comfortable with it and getting them to switch to something else would be a hard sell. Same with distributors and specifiers.

Solution

From the beginning, Sonnhalter was involved in the planning and implementation of the ProPress launch. We developed an introductory brochure; space advertising aimed at distributors, specifiers and end users; a direct mail piece; and a video. There was also a P.R. campaign targeting the editors of key trade magazines. We threw everything into this campaign.

Results

The ProPress introduction has been one of the most successful new product launches in the history of RIDGID. Talk about revolutionizing an entire industry! Oh sure, there are still guys who use solder on smaller jobs. But the RIDGID system has become the accepted way to efficiently join copper tube on large installations all over the world.