When it comes to deicing products, most contractors want one thing – performance. With this central focus, we rebranded the entire commercial line of packaged deicing products for Compass Minerals.
Realizing there was significant brand equity in their best-selling product, IceAway, we recommended it become the over-arching name that unified the entire line. This allowed the higher performing products in the line like IceAway Turbo and IceAway Turbo Plus to leverage this equity while emphasizing their unique attributes.
As a result, the IceAway line is quickly becoming known as a go-to brand for top-tier deicing contractors.