Tennessee-based Eastman Chemicals has co-branding move with Hasbro’s Transformers to increase their market share in Canada.
The company is known for manufacturing V-KOOL; a brand of windshield enhancements.
Under the agreement Eastman will become the first company in the industry to obtain license for the Transformers, a well-known intellectual property. Eastman will leverage on the strengths of its industry leadership in respect of its services and products and introduce the Transformers brand to its customers.
“We will seize on such possibilities and disrupt the traditional to unlock new means of communication with consumers,” said Zhang Bo, president for Asia-Pacific at Eastman Performance Film Division.
Exodus
Imo looks like a mainlander business guy from China looking to laundry his dirty money… Like most people say whats the correlation between the two companies.. Nothing.. And the fact that the company is polluting the city with it's chemicals sounds something out of industrial China..
Night Flame
I'm prepping myself to be able to buy Autobot branded windshield wipers!
Galvatronv2
imagin watching the brand new transformers movie and it just opens on a wind sheild wipper comercial on the tv and then threw out the movie every tv has the same comcerial
Enigma2K2
..okay?
Hoffman
If they make things for cars, I can't see how that's zero synergy.
I mean, multiple people right here with no marketing experience have already laid out perfectly serviceable ad campaigns.
combinerlover
I\'ll say this, I live in Kingsport TN, and Eastman Chemical is literally ten mins of walking from whete I currently am .. the smog blocks out 99% of all stars at night , and cancer runs rampant.. it\'s like I live in California the air is so thick here … And don\'t even get me started on the water …
HunterGreen2005
This partnership has zero synergy.
I'm guessing some high ranking exec at Eastman is a Transformers fan and all his employees are yes men.
BATTLEMASTER
FUN FACT: Eastman Chemical is indirectly related to the Strong National Museum of Play in Rochester, NY, where the National Toy Hall of Fame resides. The company's founder, George Eastman (the same guy who founded Kodak) worked with Rochester businessman Henry Strong, which the museum is named after (Strong Memorial Hospital is named after him too).
It's a terrible shame that Kodak went down the tubes so far that they spun off Eastman Chemical back in the early 90s. Kodak had a horrible habit of spinning off the businesses that were actually making them money. And laying off their employees with their retirements plundered while the CEOs got golden parachutes But I digress.
Venixion
Okay? Probably a commercial thing.
@Michael Payton Actually I think that's a pretty cool looking toy.
Autovolt 127
I thought that too.
Would've been fun to see a TMNT X Transformers crossover.
Xaxis
More likely the ad will be “bleep boop sqrizzz boop [Rain-X tagline plays through radio] bleep bloop” if it uses the live-action Bumblebee.
Anguish
The way I figure this…
1} What does Hasbro get?
There's no way that Eastman "introducing" Transformers to their customers – who buy chemicals – will result in additional toy sales. Distributors, retailers, and end-users of windshield glass products aren't going to react with "oh, gee, this Optimus Prime thing I heard about while ordering a skid of Rain-X, so I guess I'll order a skid of toys too". So what Hasbro is getting is: money.
2} What does Eastman get?
The right to "partner" with Transformers. As in, produce commercials and advertisement along the lines of "I'm Bumblebee, and I keep my windshield clean with Rain-X." A non-zero number of people will react positively to that and four more bottles of product will be sold.
Bottom line… it's a simple advertising transaction between two products that have no synergy. "I'm Michael Jordan, and I play basketball, so you should buy this brand of lettuce."
Thundershot
That’s exactly what went through my head…
Michael Payton
Money for Hasbro? Maybe since they have borked the movies so bad, they'll just lease out the name to anyone with a bag of cash and we'll see the cap gun next. LOL View attachment 28503000
Gumblor Gimbles
It mentions Market Shares, is this to increase awareness amongst corporate entities of the TF brand? I don’t really know economics, but i doubt by “customers” the wiper fluid company is referring to promoting transformers to the people that buy their windscreen maintenance products.
Aimless Misfire
I live near Eastman in TN. Whole area smells horrible. Luckily I don't live close enough to the stink.
They should have an exclusive Toxitron figure. He would fit perfectly.
Music
Yeah, but that was to promote a movie. There's nothing to promote this time around…
AoE
I guess this is similar to the Valvoline partnership they had a few years back?
kaijuguy19
I know I did.
Go-Faster-Wings
I have no idea what\'s going on