PRODUCT LAUNCH: FUSION PLUS CERAMIC COATING
XPEL - 2019
Overview
In 2019, XPEL introduced FUSION PLUS Ceramic Coating, marking the company’s entry into the hydrophobic coatings market. With no prior coatings in the product lineup available in North America, this launch required a strategic and polished execution to establish credibility and drive early adoption. Working alongside Product Manager Ben K. and Designer Brandon O., I helped orchestrate the product’s successful debut by developing a comprehensive branding, packaging, and marketing strategy.
This launch was more than just a new product—it was an opportunity to expand XPEL’s brand positioning and generate excitement among dealers looking for high-quality ceramic coating solutions.
WATCH THE ORIGINAL LAUNCH PROMO
Challenge
Since XPEL had never offered ceramic coatings before, we had to approach the launch carefully, ensuring the branding and messaging aligned seamlessly with the existing product ecosystem. The challenge was to create a premium, high-impact presentation that instilled confidence in both dealers and customers, all while working within an incredibly strict budget and launch timeline.
We also needed to maximize visibility without traditional large-scale ad spending, meaning content, design, and digital presence had to do the heavy lifting in capturing interest and driving early adoption.
Solution
To ensure a successful product debut, I led and contributed to multiple aspects of the launch:
- Product Packaging & Design: We developed a never-before-seen matte black finish for the bottles and a bold black & yellow box with UV details, differentiating FUSION PLUS from competitors and aligning with XPEL’s modern aesthetic.
- Launch Photos & Promo Video: I shot and edited both real-world and studio visuals, creating premium marketing assets that highlighted the product’s performance and application. These assets were made available for dealers at launch.
- Marketing Collateral: Built out landing pages, blog posts, and social media content, ensuring consistent branding across all channels.
- Dealer-Focused Social Roll-Out: Crafted announcement materials and targeted social media promotions to generate awareness and demand among early adopters.
Outcome
Despite budget constraints, the FUSION PLUS launch was a success, immediately positioning XPEL as a serious contender in the ceramic coatings space. The strategic digital rollout helped drive significant dealer interest, leading to widespread early adoption of the product.
This launch also set the foundation for future coating-related marketing efforts, proving that XPEL could expand beyond its established product lines without compromising on brand identity or quality.
Toolset
This project utilized traditional photography & cinematography methods, along with packaging and collateral design in Adobe Creative Suite. The launch made use of all facets of social media with a focus on driving views for the product launch video on the company blog.
Next Steps
Following the success of FUSION PLUS Ceramic Coating, the product line has since expanded significantly to meet the needs of dealers & customers alike. With a strong foundation & successful launch strategy, the product line can continue to evolve and command brand loyalty, driving significant sales & setting the bar for the coating industry one bottle at a time.
MEDIA DISCLAIMER: All XPEL product images, branding, and packaging designs are the property of XPEL, Inc. and are used here for portfolio purposes. Video assets, including the product launch trailer, were produced by ME and are credited accordingly. Additional images or footage may be sourced from XPEL’s official marketing materials, website, and publicly available content. All rights remain with their respective owners.
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