Tested.
Trusted. Ready.
International’s Used Truck Centers came to us with a real problem: sales were flat, and their message was getting buried in a marketplace screaming with discounts.
Services / Strategy, Planning, 360 Campaign
Client / Used Truck Centers
In a retail world where the question is usually “How big should the starburst be around the price tag?” we chose a different path. We shifted the focus away from discounts and deals — and toward the story behind each truck. What had it accomplished for its previous owner? What could it achieve for the next? Instead of treating these vehicles like leftovers, we turned them into legends.
Because here’s the truth: these trucks aren’t used — they’re proven. They’ve done the work. They’ve earned their keep. And they’ve still got miles of value to give. So we didn’t just rebrand a campaign, we rebranded the business. “International Used Truck Centers” became "International Proven Trucks." A name that commands respect and carries the weight of experience.
These trucks are dependable. Gritty. Battle-tested. Built to keep delivering. They’re more than secondhand — they’re a second chance at greatness. And that’ll resonate with drivers more than any discount ever could.
The campaign did more than shift perception — it reignited pride. By reframing the language and elevating the message, we helped International Proven Trucks step into a new identity: one built on trust, resilience, and relentless performance. The new name sparked internal alignment, fresh engagement with customers, and a stronger, bolder brand platform for the road ahead.
