Strategy, Research, Creative

An end-loader is not exactly a fighter jet, but don’t tell that to the Combat Engineer who comes under fire while building an airstrip, or to the soldier operating a bulldozer that hits an IED. We needed to advance Caterpillar brand credibility and equity that spoke to the real world dynamics faced during military operations.

We created the Caterpillar Defense sub-brand and positioned it as a military specialty division, not merely a commercial division selling into the defense industry. This applied to all facets of the business: construction equipment, engines, and power generation. It was critical that manufacturers of submarines, for example, saw CAT engines as the world’s most reliable submarine engines, not as backhoe engines they were trying to sell into the marine industry.

Approach

While thoroughly respecting the iconic Caterpillar parent brand, we delivered a message strategy that spoke to unique application. We presented Caterpillar Defense in the context of mission support—here with you, for you, to support you and the very difficult work you have to do. It was very important to define Caterpillar as a servant brand in this situation, and acknowledge the men and women who trust the brand with their lives as the heroes.

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