ITW Global Brands has launched the new Rain-X Silicone AdvantEdge wiper blade, “featuring precision-engineered silicone rubber designed to withstand the most extreme weather conditions.”
The Rain-X Silicone AdvantEdge squeegee is proven to last two times longer than traditional rubber squeegees, and features Climate Defense technology that protects the squeegee against long-term exposure to ozone, UV rays, snow and ice, according to the company.
“We know how important wiper-blade durability is to drivers,” said Cheryl Petrishin, brand manager for Rain-X. “So we pushed ourselves to develop a longer-lasting rubber squeegee that consumers could rely on through the toughest conditions. Silicone was a natural fit that met our high standards and brought something new and different to the market.”
Rain-X is launching a comprehensive national media plan to promote the new silicone wiper blade, including television; outdoor digital billboards; social media; weather-triggered pre-roll video across desktop and mobile apps; and geo-mobile targeting highlighting retailer-specific promotions.
In October, Rain-X is debuting its TV commercial, “Fire & Ice,” on major networks such as CNN, Headline News, Fox News, The Weather Channel and ESPN and ESPN2. The national media campaign is scheduled to run from October through March 2019, during peak season for inclement weather, when visibility and safe driving are top-of-mind for most drivers.
The Rain-X Silicone AdvantEdge wiper blade is available at Advance Auto Parts, Carquest and AutoZone. The product will be available at Pep Boys in December.
The product-specific microsite, www.rainxsiliconewipers.com, has detailed product information, tools to “find your blade size” and instructional installation videos.