It takes a lot of people to rebrand an American icon.

Mack Brand Champion Program achieves 93% success rate


After undertaking an ambitious rebrand, Mack Trucks needed to make sure the entire global organization understood the importance of the effort. Rather than making an intern do it, smart marketing folks enlisted the help of an elite team of handpicked employees. The program was far reaching, but the first step involved an invitation to the selected brand champions that was fitting of the honor.


A custom announcement arrived in an exclusive gift package. The box contained a congratulatory note and a die-cast Mack truck personalized with the recipient’s name.


Brand Champions were recognized as a critical group within the organization, and they enthusiastically participated in the program. Post-participation surveys show 93% view the program as important and relevant.