SOURCE: R2C Group

R2C Group

December 14, 2010 15:10 ET

3M™ Lens Renewal Kit Shines in New Direct Response Television Campaign by R2C Group

PORTLAND, OR--(Marketwire - December 14, 2010) - A new product by 3M that restores the illuminating power of vehicle headlights will be showcased in a direct response television campaign by R2C Group® set to begin this week.

The 3M™ Lens Renewal Kit is a simple do-it-yourself product powered by a household drill that restores the outside lens which encases vehicle headlights. Vehicle lights shine like new in less than an hour, eliminating the blurry, dull film that accumulates over time as ultra-violet light, weather, insects, and road chemicals degrade the lens surface and restrict as much as 75 percent of the light output.

"Direct response is a completely new approach for us, yet we believe it is a perfect tool to help create consumer awareness about the safety benefits of restoring vehicle lenses," said Travis Lamb, Marketing Manager for the 3M Automotive Aftermarket Division. "Now that we have an easy, effective and affordable solution, we want all vehicle owners to consider this product in maintaining their investment." 

R2C Group prevailed after 3M considered 10 agencies for the project, which will include testing several short-form messages. People will be directed to the websites www.buylensrenewal.com or www.lensrenewal.com and to certain automotive and do-it-yourself retailers to get the product, which retails for less than $30.

The 3M Lens Renewal Kit was created by 3M, a consumer and industrial products leader. The consumer kit was based upon 3M's professional collision shop experience, market knowledge, the high cost of replacing headlight lenses, and the success of their professional headlight restoration system. The three-step kit from 3M restores most plastic lenses, including headlamps, taillights, trailers, emergency lights, and off-road vehicle lights. Vehicle lights shine like new in less than an hour.

About R2C Group
R2C Group, Inc., the largest independently owned, direct response advertising agency in the country, specializes in brand-building accountable advertising. Headquartered in Portland, Ore., with offices strategically located across the country, R2C Group combines the talent of its creative division, Respond2, and the expertise of its media buying divisions, Cmedia and MMSI (Marketing & Media Services). Pioneers in branded DRTV production, dovetailed with efficient, high performance media planning, R2C Group's clients include Adobe, bareMinerals, Humana Healthcare, NordicTrack, Rosetta Stone, Shark, TiVo and many others. More information is available at www.r2cgroup.com.

About 3M
A recognized leader in research and development, 3M produces thousands of innovative products for dozens of diverse markets. 3M's core strength is applying its more than 40 distinct technology platforms -- often in combination -- to a wide array of customer needs. With $23 billion in sales, 3M employs 75,000 people worldwide and has operations in more than 65 countries. For more information, visit www.3m.com or follow @3MNews on Twitter.

3M is a trademark of 3M Company.

Contact Information