Harris, a division of Lincoln Electric 2010
Inferno by Harris
Soldering and Brazing torch and tips

Objective
New project launch to HVAC wholesale distributor network – the Inferno by Harris

Overview
Harris Products Group, a leader in metal working products used in the brazing, soldering, welding, cutting and gas distribution industries, is a wholly-owned subsidiary of The Lincoln Electric Company.

Program Highlights
Inferno by Harris product featured innovation in torch tip design that allowed for better heat and control of flame for soldering and brazing. To get the word out quickly and to increase the likelihood of industry buzz around the new product at industry trade show, the company developed a video and viral media and collateral materials: Sell-in sheet; poster; video; new packaging; micro web site; and, demonstration samples were made available. The materials allowed authorized representatives to feature the product and therefore produced increased company sales.

• Sell-in sheet outlining launch components
• Micro site
• Viral demonstration videos (web and YouTube)
• Brand/logo development
• Package Design
• Advertising
• Product Demonstration Samples

Results
Launch materials and a systematic approach to wholesaler organizations lead to a powerful positioning against the industry HVAC torch leader. The campaign provided a compelling argument for the Inferno by Harris. Theme “Now that’s a hot tip.” was battle cry as the product became available to industry reps.