Praxair Breathes Easy With Re:Think Group

BOSTON Re:Think Group said it is launching three separate initiatives for Praxair, a supplier of industrial gases used in manufacturing and medical applications.

A print campaign for Praxair healthcare services introduces the company’s new Grab ‘n Go Vantage portable medical oxygen system. The agency developed the strategy, the Vantage name, logo design and created ads that will run in medical publications.

One ad shows a nurse behind a surgical mask and asks, “You know that look that says, ‘We gotta move?’ We know that look, too.” The text explains how Grab ‘n Go Vantage can help save time and lives.

The agency will also launch a multi-phase direct mail campaign for Praxair’s specialty gases division, focusing on the safety, quality and service Praxair provides its customers.

The cover of the first mailer features shots of researchers accompanied by the headline: “Today they’ll solve a problem, or make a discovery, or take a bold step into the future. They’ll choose Praxair specialty gases to help.”

This campaign will include a number of mailers that will be sent out over a specific time line.

For Praxair’s metals division, a print campaign running in global trade journals sells the advantages of Praxair’s CoJet System (an oxygen-based metals fabrication system) that increases output while decreasing costs for major steel companies.

“It’s gratifying when the success you create for a client is recognized throughout the organization,” said James Offenhartz, CEO and executive creative director of Re:Think Group, a Stamford, Conn.-based independent. “Because increased business from existing clients is the surest testament that you’re doing what’s right to help them build their business.”

Danbury, Conn.-based Praxair, an agency client for about four years, spends an estimated $1-2 million annually on ads.

—Adweek staff report