If you’ve ever flipped through an industry trade magazine and felt your eyes glaze over by page three—same. So when Diversified CPC came to us with a bold request (make aerosol propellants not boring), we didn’t just run with it. We strapped on our capes.

The Setup

Diversified CPC, a leading manufacturer of specialty gases and aerosol propellants, was tired of playing it safe. They were a regular in SPRAY Technology & Marketing Magazine, but this time, they wanted to shake things up. No more hyper-technical ads lost in a sea of charts. They wanted a campaign. A storyline. A reason for people to stop, look, and actually care.

The Spark

We pitched three campaign concepts. One stood out like a blast of compressed genius:
The Formulators™ — a fictional team of comic book–style superheroes, each representing a core capability of Diversified CPC.

They weren’t just cool drawings. Each character was grounded in the real-world strengths of the company—blending bold storytelling with technical credibility. Think Avengers, but instead of saving the world, they’re optimizing spray performance and tackling sustainability challenges.

The Execution

We brought in comic illustrator Max Geraci to bring The Formulators™ to life. Together, we scripted a three-part story arc that rolled out across full-page ads in SPRAY Magazine:

• Chapter 1: Spray chaos breaks loose. The Formulators assemble.

• Chapter 2: The investigation reveals it’s not just about performance—sustainability is key.

• Chapter 3: Our heroes crack the code: a better propellant blend that saves both the product and the planet.

We didn’t stop at print. We extended the story through:

• Custom social content teasing each chapter drop

• Web copy connecting the comic to real-world performance benefits

• Landing pages and articles that fueled industry-wide conversation

The Impact

The results? A full-on tone shift in how aerosol propellants are talked about.
The industry noticed. Competitors noticed. Diversified CPC’s internal team noticed. People shared the ads. They talked about them.

This campaign proved that even in the most technical industries, creativity is still the best propellant. Check out the entire campaign here.

Want to inject some story into your strategy? Let’s talk.