STP, the heritage automotive additive, lubricant and performance brand, engaged the services of bsp to increase brand awareness by extending it into relevant product categories while maintaining core brand integrity. With a focus on its core consumer – hand-on males who love working on cars, doing home improvement projects, enjoy motorsports and outdoor activities – STP was looking to extend the brand into categories that would attract other types of consumers.
Supported by in-depth consumer, retail and market research, bsp developed a traditional licensing strategy that focused on auto maintenance, collectibles and lifestyle apparel categories. bsp implemented its recommendations and executed strategic brand extension partnerships that leveraged the strength and heritage of the STP brand.
bsp identified and secured relevant licensees to increase brand awareness, elevate brand perception and deliver incremental revenue. Through licensed automotive products, bsp attracted new casual and core automotive users to the STP brand, while enhancing relationships with the current users. Within apparel, five domestic and international licensees, developed a lifestyle apparel program that was distributed at mass, mid-tier, trackside and specialty stores in the U.S., Europe and Japan.