Demonstrating a continued commitment to two-step distribution through HVAC wholesalers, Continental Industries has launched a new advertising campaign aimed directly at this audience. The new campaign launched in February and enters a second phase beginning in June publications. Continued evolution of the campaign is planned through the remainder of 2007 and into 2008. 

The ads deviate widely from the industry norm of product-centric advertising for manufacturers. The ads focus on the partnering relationship between supplier and wholesaler. Continental’s Vice President of Marketing, Ben Dorsey, explains: 

“I believe that we have reached a point in industry evolution where it is assumed that you have a quality product. Otherwise, you probably won’t be around long and we’ve been doing our thing since 1955. So if a quality product is a given, what else becomes important? I say it includes the ability to deliver that product, consistently and on-time. It includes responsiveness and customer care. It consists of a partnering attitude. We want to help make our distributors successful and we look for distributors who are like minded.” 

He continues: “In particular, we are in a growth mode and need new distributors to support the residential and commercial contractors seeking our products. That’s what the campaign is all about.” 

The phase 2 ad features an unhappy couple with the title: 
“The Cure for Relationship Woes.”