Our Work

HellermannTyton wanted to lose its old fashioned image and be seen by its core customer – the electrical distributor – as a new, modern thinking business that had more to its product range than just cable ties.

Starting out as a cartoon strip in trade title, Electrical Wholesaler, the Cable Guy campaign demonstrated more product lines, industry support and a new company image. The character developed into a six month competition – ‘where’s cable guy?’ – offering readers a monthly prize for spotting the character hidden somewhere within the magazine.

It also became a strong branding device; windscreen stickers for trade vehicles as well as life-size Cable Guys appearing at installer and contractor in-store events.