Stealth Creative and Critzas: Giving a Classic Brand New Life
Made in the USA, Critzas’ Goop products have been trusted by auto industry professionals and at-home DIYers since the late 40s. Stealth Creative had been working with Critzas for years, providing package design services and developing marketing materials.
But recently, their shelf presence and brand awareness suffered as they contended with an increasingly crowded competitive landscape. It was clear the company needed a boost.
Critzas had been reacting to the market and their existing customer base, rather than acting a market leader—and they were struggling to win new business. But they knew Stealth was the right partner to help them make brand adjustments and give their business a jumpstar!
Gathering the Right Tools
Before addressing marketing, we worked with the client to identify issues that they needed to solve with their sales strategy and operations:
We brought in a trusted consulting partner, who specializes in the multi-faceted challenges of manufacturers like Critzas, and implemented a sales enablement program that helped focus and organize the client’s efforts.
In the case of the Goop Hand Cleaner, this included consolidating and simplifying product SKUs…
Reorganizing internal departments and the distribution process…
And redefining their overall sales strategy and objectives.
This set the stage for Stealth and Critzas to collaborate on a reinvigorated marketing program.
Getting Our Hands Dirty
First, Stealth created a Brand Playbook to ensure we were all speaking the same language about Goop and the unique key selling points of each product.
This branding groundwork allowed us to begin a creative refresh of the entire existing Goop product line—from messaging to label design.
We also led the creation and launch of a “new,” premium product—Classic Goop—to reinvigorate the brand and attract major retail partners
With these elements in place, we implemented a strategic marketing plan and digital media buy that allowed Critzas to reenter the market in full force.
Cleaning Up With Results
Our work with Critzas Industries has already delivered several wins for the company, including:
Securing shelf space for their Classic Goop and Ruff Towel Products in Walmart stores across the US…
Gaining retail presence for the Original and Orange Goop lines in new stores, like O’Reilly Auto Parts…
And an expansion of the newly refreshed products in existing stores, such as Menards.
Retail partners continue to express their heightened interest in carrying Goop, and online sales are steadily growing/have grown by __% since we began our engagement.
Stealth had been honored to help breathe new life into a classic American brand.
Thanks to our strategic guidance, creative leadership and dedication to collaborative partnership, great things are on the horizon for Critzas Industries.
But even though some of the tough work is done, we’re keeping our sleeves rolled up. Launching new social media strategy and keeping an eye out for future strategic partnerships with retailers and influencers.
Our partnership with Critzas really got the job done. Because, just like the pros who trust Goop to keep their hands clean on the job, we always use every tool in our box to drive success for our clients!
Founded by John Critzas, Goop is an all-American, family-owned brand to this day. John officially founded Critzas Industries in St. Louis, Missouri in 1949 to manufacture his product. And we’re still in the same facility today, carrying on John’s legacy of ingenuity and taking great pride in one’s work.