RWM Casters manufactures a complete line of equipment casters. While their products have no equal in the market, the overall product category is generally viewed as a commodity. Our challenge was to develop a communications strategy that provided branding separation and predisposed the target to RWM Casters. Our strategic research identified seven niche markets who shared a common concern: expensive equipment riding on inferior casters equals costly downtime. So Springer developed a branding campaign based on the line: "When there's a lot riding on it..roll with the best." The stance line was supported by a series of concise, hard-hitting brochures strong enough to sell on their own, effective enough to predispose the target to RWM prior to the visit from the sales rep. The entire campaign was supported by trade ads and follow-up direct mail.