Reviving an American Brand.
Navistar was facing an uphill battle after ongoing quality problems threatened the company’s existence. Customers had lost confidence. But International Truck isn’t just a trucking company, they are an iconic American brand.
We created a compelling new positioning — “It’s Uptime at International.” A powerful, emotional rallying cry that reflects the core of the brand, it also strikes to the heart of the rational reason customers had previously rejected the brand (problems with downtime).