ITW Global Brands has launched the new Rain-X Silicone AdvantEdge Wiper Blade. According to ITW, AdvantEdge is the only premium beam wiper blade sold in auto retail stores that features precision-engineered silicone rubber designed to withstand the most extreme weather conditions. The Rain-X Silicone AdvantEdge squeegee is proven to last two times longer than traditional rubber squeegees, and features “Climate Defense Technology,” which protects the squeegee against long-term exposure to ozone, UV rays, snow and ice, the company says.
“We know how important wiper blade durability is to drivers,” said Cheryl Petrishin, brand manager for Rain-X. “So we pushed ourselves to develop a longer-lasting rubber squeegee that consumers could rely on through the toughest conditions. Silicone was a natural fit that met our high standards and brought something new and different to the market.”
Rain-X also is launching a comprehensive national media plan to promote the new silicone wiper blade, including television, outdoor digital billboards, social media, weather-triggered pre-roll video across desktop and mobile apps, geo-mobile targeting highlighting retailer specific promotions, and more.
In October, Rain-X will debut its television commercial “Fire & Ice,” demonstrating the superior resistance of the silicone rubber squeegee to the toughest elements. This will run on major networks such as CNN, Headline News, Fox News, The Weather Channel, and ESPN and ESPN2. The national media campaign is scheduled to run from October 2018 through March 2019, during peak season for inclement weather when visibility and safe driving is top of mind for most drivers.
The Rain-X Silicone AdvantEdge Wiper Blade is now available at Advance Auto Parts, Carquest and AutoZone, and coming soon to Pep Boys this December. In addition, the product-specific microsite, rainxsiliconewipers.com, has detailed information on the innovation as well as tools to “find your blade size” and instructional installation videos.
