JWPM Consulting

Case Study

Evolution of a new breed

The Client & Context

In mid-2023, long-standing client U-Pol Australia prepared to roll out a global launch for a new line of high-temperature aerosols—an exciting extension of their flagship RAPTOR automotive-coating range.

Due to the demise of a long-term high temperature paint supplier, a gap in the market had opened along with technology moving on. U-pol’s in-house chemists answered the call with a breakthrough, ceramic-enriched resin capable of withstanding up to 1,000°C.

Not only did the new high temperature formulation outperform the incumbent, U-pol wanted to leverage the high successfully “Raptor” brand that had established itself as a tough high performance easy to use coating mainly in the DIY 4WD market.

Our Brief

U-Pol asked JWPM to develop an integrated launch campaign that would:

Position “High-Temp” as a natural, premium extension of the RAPTOR family.
Arm distributors and retailers with compelling sell-in materials and customer-facing assets.
Broaden awareness beyond the 4WD market into general automotive, industrial and DIY audiences.

Building on a strong brand

With RAPTOR already synonymous in 4WD circles with “Tough Protective Coating,” our work began from a place of genuine product brand equity. The existing marbled-rock texture and bold typography conveyed resilience and instant brand recognition—ideal scaffolding for High-Temp.

More than just a catchy by-line RAPTOR is a genuinely ‘Tough Protective Coating’ offering long term protection to high impacts areas of a vehicle.

Creative Challenge - a whole different beast

Because High-Temp’s formula, finish and application method differed significantly from base RAPTOR, we needed a visual identity that felt both familiar and distinctly new. Early exploration leaned on literal flames—too predictable. We needed a more unexpected hero.

The “New Breed” Concept

In brainstorming, the connection between volcanic lava and 1,000 °C performance sparked the breakthrough. We reimagined the RAPTOR “rock” motif melting into molten flow—symbolizing transformation under extreme heat.

From there, playful riffing—volcanoes, meteors, dinosaurs—led us to the tagline that endured, even as literal dinosaur art was dropped in U-Pol’s own packaging refresh:

“A New Breed of Raptor.”

This phrase spoke to evolution: a legacy coating re-engineered for fire-breathing performance with a nod to Raptor’s Jurassic origins, biology and natural selection.

Execution & Assets

Sell-In Kit: A retailer presentation deck showcasing side-by-side comparisons (standard vs. high-temp), technical callouts and targeted application demos.
Point-of-Sale Displays: Countertop cards and shelf-wobblers featuring molten-metal imagery to draw immediate attention.
Digital Campaign: Short, high-impact product videos (e.g., glowing metal parts under torch) and social teasers driving dealers to product-locator tools.
Training Materials: Quick-reference spec sheets and “how-to” infographics to empower staff with confidence when selling into new markets.

Impact & Next Steps

Within three months of launch, U-Pol reported a marked uptick in both dealer inquiries and end-user orders outside their core 4WD base.

Retailers lauded the clear, benefit-focused materials, and U-Pol UK has already green-lit a second wave of “New Breed” visuals for industrial trade shows.