Brand Refresh, Advertising Campaign, Marketing

Kimlin Propane, a Mid-Hudson Valley family business in its 35th year of successful operation, sought a brand update. It needed to refresh its public-facing image to reflect its growing list of services, as well as expansion of its service territory to seven Valley counties. RGI was retained for the task. To begin this brand identity makeover, RGI made the bold move to suggest a name change. Kimlin Propane became Kimlin Energy Services, to acknowledge additional products (home heating oil and commercial fuels) offered by the company. To further refresh the brand, RGI created a contemporary logo design with a new color palette. To unify these brand changes, while stressing the

friendly, home-grown, approachable nature of the company, RGI created the memorable tagline: “Cozy up with Kimlin.” RGI developed a broad-reach ad campaign and media plan to reintroduce the company and it new image throughout its service area. The ad campaign included ad buys in social media, print, broadcast, sponsorships, digital, direct mail, and expositions. The new branding was extended throughout the company: Kimlin’s fleet of trucks, website, stationary, billing materials, marketing collateral, and all new copywriting. Since the multi-tier RGI relaunch of the refreshed Kimlin brand, business has been booming.

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