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Joiner 'Floors It' For Berryman

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DALLAS-Creepy and disturbing as usual, artwork by Ed "Big Daddy" Roth is the centerpiece of a new $1 million-plus branding campaign for Arlington, Texas-based Berryman Products via Joiner Rowland Serio in Dallas.
In the tradition of Roth's famous "Rat Fink" character of the early 1960s, the pioneer of the custom-car scene from California has created the "Chem Tooler," a hot-rodding cartoon caricature who will appear in advertising and in-store displays for Berryman Products' flagship "B-12 Chemtool" gas treatment. The agency terms it a "mod new marketing program."
"When we pitched our idea to Berryman Products, we had [Roth] in mind," said Joiner Rowland Serio principal Jay Serio.
JRS was recently assigned the account without a review three years after coming up short in another pitch for the same client.
The Chem Tooler character, along with the advertising campaign themeline, "Pour it and floor it," will be introduced at November's Automotive Parts & Accessories Association convention in Las Vegas.
The Chem Tooler will also be a signature symbol for a host of new Berryman Products wares and promotions as the company marks its 80th anniversary this year, according to Serio.