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Rob Petrovich

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International Truck

Assignment:
Introduce two new trucks: the International 7700 and the CF Series.

Primary Audience:
The International 7700 targeted heavy construction. The CF Series targeted pickup and delivery, utility, recovery, landscaping and construction.

Strategy:
Even though they were new products, we communicated the peace-of-mind, elevated engineering and value that comes with a company that has been consistently producing premium vehicles for more than 100 years.