Extending Equity from Rust Protection to Surface Protection.


Rust-Oleum is a leading consumer products brand trusted by consumers. Executives were seeking outside expertise to develop a revenue growth opportunity through brand expansion.

How we did it

Began with growth platform analysis to identify high-potential growth opportunities where the Rust-Oleum brand could provide differentiation. Conducted market research and ideation following our front-end innovation process to identify and shape concepts. Led the development and implementation of a dual licensing program, “branded” and “certified protection,” identifying key categories and partners to extend the brand.


Developed a multi-partner licensing program that extended the brand into new categories and reinforced brand positioning as a leader in rust prevention. Created a significant new revenue stream for Rust-Oleum that has minimal risk and high return. Program included exterior lighting, paint applicators, exterior fasteners, and auto/patio/grill covers with innovative new technology, executed at top national retailers. Further expanded licensing opportunities into surface protection by stretching brand equity.