In a former agency life, Creative Director, Charlie Clement, was the lead writer in helping world-renown heavy equipment manufacturer, Caterpillar, reintroduce its engine and generator lines to the utility and petroleum industries.

The image of a sheered off mountain top provided a powerful visual demonstration of how a small utility can shave the cost of its peak demand power. The eye-catching photo, along with copy that spoke the utility industry’s language, helped launch Caterpillar’s “Peak Sharing” concept. A second ad featuring a gigantic carrot spoke to the valuable incentives utilities provide for adopting Caterpillar’s Peak Sharing strategy.

To complement the advertising effort, Charlie also penned a simple, inexpensive direct mail letter campaign designed to generate leads. One of the earliest responses, however, was an actual order for a gen set worth half a million dollars.