Case Studies

Case Studies

Rust-Oleum Brand Licensing Program Expansion

Reinvigorate a mature brand licensing program by extending equity from rust protection to surface protection


Rust-Oleum is a leading consumer products brand trusted by consumers had a brand licensing program years early and the existing program needed management and attention to reinvigorate. Executives realized that for the program to get attention they needed to utilize outside brand licensing firm with expertise to bring in significant new deals. They hired The Valen Group to grow the program and manage all aspects of the program.


Began with strategic analysis to identify high-potential growth opportunities where the Rust-Oleum brand could provide differentiation. We realized that the equity Rust-Oleum had and the relationship with retailers as well as its new business development plans would provide a large platform to build a strategic program.  We led decided to develop a dual licensing program with full-branded products and a unique Certified Protection endorsement.  We would leverage the Rust-Oleum know how of rust prevention and its labs to test that all products passed the relevant claims and live up to the quality of the Rust-Oleum brand. From consumer research, we validated key categories that fit the brand promise and worked over a decade to build a large program.


Developed a multi-partner licensing program that extended the brand into new categories and reinforced brand positioning as a leader in rust prevention across large categories with high usage an awareness products like deck screws and car wash services.  We identified and executed in innovative ways such as car covers with technology to prevent rust and superior pet enclosures. We developed a co-branding with NeverWet brand to broaden the vision of the licensing program to reframe boundaries to surface protection, a valued attribute in the decision-making and purchase process. The Valen Group over the first decade of the new program, created a significant new revenue stream for Rust-Oleum that has minimal risk and high return. Program today has covered major categories included exterior lighting, paint applicators, exterior fasteners, and auto/patio/grill covers that are executed at top national retailers stores and ecommerce.


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