Marketing Down the Value Chain

The author, from the Eastman Chemical Company, describes how Spectar Copolyester and Eastman Speciality Plastics were launched in the USA as identifiable brand names using co-op promotions.

Marketing Down The Value Chain

Building brand identity through co-op advertising and downstream marketing.

Larry Snider Eastman Chemical Company

Imagine you’re at a trade show packed with designers looking for the latest and greatest in display materials. Participants crowd around one table to see a new plastic – Spectar copolyester, from Eastman Chemical Company – that offers complete design freedom. You hear questions: ‘Can I twist it? Nail it? Stamp it? Drill it? It won’t break like acrylic?’ And you hear the answers: ‘Yes. Yes. Yes. Yes. No.’

But then, you hear the inevitable: ‘I’m sold. Where can I...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands