Caterpillar – Think Again

The Challenge:  How can we change the generally held belief — discovered through extensive focus groups on college campuses — that Caterpillar is an “old economy” industrial giant that just makes “big yellow machines?”

The Solution:  By creating direct mail and advertising messages that illustrate how Cat employees are making progress possible around the world. Messages were targeted to general college and professional audiences, or in the case of ads featured in the journal of the Society of Women Engineers, to very specific audiences.