Dee Zee Product Launch


Dee Zee, Inc. was preparing to launch a new crossover tool box in a market flooded with similar products. They needed to grab the attention of their current customers as well as a wider base of possible consumers to educate them on the benefits of Dee Zee products and drive sales. As a manufacturer who historically doesn’t advertise, this product launch was an exciting opportunity to utilize several marketing channels.


LS2group developed storyboards, scouted locations, and produced a dramatic :30 video spot to anchor the “Tough. Secure. Dee Zee.,” campaign. Myles Jury, a successful mixed martial arts (MMA) fighter, was the featured talent of the commercial and the entire padlock tool box marketing effort. Jury proved to be an excellent choice for crossover reach as he was highly ranked and popular with MMA fans. The ads ran as digital pre-roll advertising and in a social media campaign.

Accompanying the :30 commercial were print ads, static online ads, and social media posts which boosted the recognition of the product launch while shedding light on the manufacturer with more than 1,000 employees in the Des Moines, Iowa area.