Howard, Merrell Gains Product Launch

ATLANTA Howard, Merrell & Partners has been selected to create a national advertising campaign to introduce a new product from Advanced Lubrication Technology, the agency said.

The Los Angeles-based company selected the Interpublic Group shop in Raleigh, N.C., without a review. There was no incumbent.

The company said it expects to spend between $12 million and $15 million for the 18-month campaign to launch Boron CLS Bond, a lubricant developed by a scientist in the space program at Argonne National Laboratory that reduces friction, wear and corrosion among moving parts.

The work will include broadcast and print ads, public relations, promotions and media buying. The first ads will launch this spring and will include placement on television networks and in publications that appeal to consumers and business owners in the automotive, industrial and aviation markets, the shop said. The company plans to expand the campaign to Europe and Asia by the end of the year.

“Howard, Merrell & Partners has consulted with us for several years, laying the strategic and marketing groundwork,” said Tom Foscue, chairman of the company. “The firm has given us high-level strategic insights and we’ll now tap their creative skills, market knowledge and media expertise to further accelerate the rapid ‘ramp up’ of ALT and Boron CLS Bond. We would not attempt such an important effort without them.”

ALT claims that Boron CLS Bond is biodegradable and will provide “meaningful reduction” in energy consumption.