McNeilus Truck and Manufacturing, Inc., and its parent Oshkosh(r) Corporation, are developing a revolutionary new truck in the refuse collection vehicle category. They selected Mower to help them launch the new truck and asked us to help them create a new category, while the prototype was being built, for mid-February sales and customer events.

Our integrated team developed a strategic value proposition and messaging framework for multiple and diverse audience segments. We quickly assembled a group of partners to create the truck in CG and bring it to life in teaser and anthem videos and a microsite. We provided media training and public relations counsel in advance of the customer events and developed the launch release that hit the wires on February 21st, the day of the customer meetings and when the site went live.

Check it out here: https://integratedrefusecollector.com/