Sears - DieHard

The Challenge

Sears legacy brand needed a tune-up
Recharge the Sears DieHard brand to appeal to a younger customer base — the next generation of automotive enthusiasts. To make DieHard the new gearhead go-to battery brand, MSI needed to help the brand connect to its target with a more contemporary voice and style.

Our Solution

  • Die Hard

    Vibrant new package design gives the brand a nice jolt.

  • Die Hard

    NASCAR sponsorship brings youthful appeal up to speed.

  • Die Hard

    Clean, simple package design sparks consumer interest.

  • Die Hard

    Expansion into the growing portable power category further energizes the brand.

  • Die Hard

    Detailed brand standards give megawatt brand maximum power.

 
Re-established DieHard as category leader
“Life Demands DieHard.” MSI supported this new positioning as the answer to our automotive enthusiasts' constant need for reliable solutions to tough everyday challenges. Supported with an updated logo and graphics, the energy of this classic brand was revitalized. Clean and dynamic, the new messaging and graphics were designed to speak to our target and establish the DieHard brand as a category leader, one strong enough to support premium pricing and extend the brand into new portable power categories.

Services:

Brand Identity
Packaging
Merchandising
Special Event Promotions

The Results

More stores, more products and consumer preference!

Once found only at Sears, the DieHard brand is now sold at other national retail chains.

The DieHard brand was extended into alkaline batteries, flashlights and automotive accessories.

DieHard won the Popular Mechanics Reader's Choice Award in 2012 for “Most Preferred Automotive Battery.”

No prima donnas. No posturing. No trying to sell you what we have instead of figuring out what you need. Just great work from great people.

No prima donnas. No posturing. No trying to sell you what we have instead of figuring out what you need. Just great work from great people.

No prima donnas. No posturing. No trying to sell you what we have instead of figuring out what you need. Just great work from great people.

Integrated Marketing? Branding? Packaging? Social? Promotions? Interactive? Yep, we do that.