Stackpole designed and wrote copy for print advertisements that served as the payoff to the “teaser” campaign for Merchants’ new logo that preceded it.
Following up on a series of teaser advertisements designed to spark interest in Merchants’ new “out-of-the-box” logo, Stackpole created a print campaign to illustrate how the “New Face of Fleet” embodies an “out-of-the-box” approach to delivering extraordinary value and sector-leading innovation.
Placing a variety of Fleet customers—a purchasing manager, an operations manager, and a director of finance—as the focal point of each of the ads, the storytelling focuses on the particular needs of these particular individuals. In each instance, an innovative and customer-centric solution is presented as an example of how Merchants works with its customers to arrive at flexible solutions that resist jamming unique needs into predefined boxes of stale alternatives.
Whether the bold solution is short-term lease offerings; an any-vehicle, anytime policy; or Merchants’ GuaranteeTRAC, this series of print ads spells out exactly how Merchants Fleet sets itself apart from the rest—by thinking and executing out-of-the-box.
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