Issue #1 of The Formulators™ hit SPRAY Magazine with a bang—igniting interest across the aerosol industry.
These original comic-style heroes personify performance, sustainability, and innovation.
Diversified CPC: How Superheroes Powered Up the Aerosol Conversation
From concept to comic: a bold, strategic campaign built to ignite an industry.
As a regular advertiser in SPRAY Technology & Marketing Magazine, Diversified CPC didn’t want just another technical ad. They wanted a campaign—something bold, unexpected, and impossible to ignore. The goal? Bring fresh energy to a space known for its technical focus and spark real conversation in the aerosol industry.
The Strategy
The Rawcut Creative team developed three fresh, unconventional campaign concepts. The standout? A comic book–style superhero storyline that fused science with storytelling. Enter The Formulators™—a fictional team of spray performance experts inspired by Diversified CPC’s own technical capabilities and commitment to innovation.
We sourced comic illustrator Max Geraci, whose artistic style captured the vibrant, heroic tone we envisioned. Over the course of the campaign, we worked closely with Max to bring the characters to life, script out a compelling multi-part story, and make sure each visual detail aligned with Diversified CPC’s brand and technical credibility.
The Execution
The campaign launched as a three-part print and digital ad series in SPRAY Magazine, with each chapter advancing The Formulators’ journey: In the first ad, chaos erupts as sprays begin to fail, prompting The Formulators to spring into action. The second ad follows the team as they investigate the issue, uncovering that performance isn’t the only challenge—sustainability plays a crucial role as well. In the final chapter, the breakthrough arrives: performance and environmental goals can be achieved with the right blend of propellants.
This wasn’t just about the ads. We extended the story across multiple channels to build a cohesive and engaging experience. Custom social posts introduced each chapter and drove traffic to the site, while website content tied superhero storytelling to real-world spray performance solutions. To keep the momentum going, we created campaign landing pages and linked articles that fostered ongoing industry engagement and carried the conversation beyond the page.
The Impact
Diversified CPC’s campaign didn’t just grab attention—it changed the tone of how aerosol propellants are marketed. People in and outside the company took notice. Industry insiders started conversations. Most importantly, the campaign positioned Diversified CPC as a company willing to be bold—without compromising technical integrity.
This campaign showed that technical storytelling doesn’t have to be dry. With the right dose of creativity, even the most complex topics can connect, inspire, and move an industry forward.
Sketch to Superpower
Bringing The Formulators™ to life started with pencil and paper. Collaborating closely with the client and illustrator, we developed every detail of this superhero squad—from lab coats and goggles to poses packed with purpose. Early sketches explored personality, diversity, and dynamic movement.
As the concept took shape, we refined the visuals to reflect both scientific credibility and bold storytelling. These early drawings weren’t just rough drafts—they were the foundation of a full campaign that fused imagination with real-world aerosol performance.
Mission: Sustainability
In Chapter Two of The Formulators™ saga, the stakes get higher. It’s not just about performance—it’s about meeting environmental requirements while delivering results. We crafted this ad to explore the balance between innovation and responsibility, echoing Diversified CPC’s commitment to sustainable propellant solutions.
With striking visuals and a continued comic-style narrative, this ad introduces new layers of tension and purpose. The team investigates the deeper impact of failing sprays, sparking questions that reflect real-world industry challenges. The message? You don’t have to sacrifice performance to make progress.
The Turning Point
Every hero’s journey needs a turning point—and this was it. In the final ad of the series, The Formulators™ reveal the solution: a powerful blend that meets both environmental and performance goals. The visuals peak in energy and clarity, reinforcing Diversified CPC’s role as a leader willing to innovate and evolve.
This final chapter tied the story together, showing the power of collaboration, technical expertise, and bold ideas. It left the aerosol industry with a new way to think—and talk—about what’s possible when science and storytelling team up.
Meet the Minds Behind the Spray
As part of a well-rounded, multi-channel campaign, this social media video introduced The Formulators™—a team of aerosol experts turned comic-book heroes. Each character embodies a real technical strength: innovation, precision, safety, and sustainability.
This launch post did more than grab attention—it gave the campaign a face (and a cape). By humanizing the technical challenges of aerosol performance, it helped audiences connect the dots between creative storytelling and real-world product expertise.
When Spray Performance Slips, the Heroes Step In
This social media video continued the campaign narrative by diving into the fictional “spray performance crisis” plaguing formulators everywhere. From sputtering cans to environmental challenges, the Formulators™ take it all on—armed with science, strategy, and a bit of swagger.
As a digital companion to the print and in-person elements of the campaign, this post helped expand the story’s reach and reinforce its technical credibility. The message? You can have a little fun while still solving serious performance problems.
“Rawcut Creative proves that B2B marketing doesn’t have to be boring. Through this campaign, they leveraged imaginative content to amplify key messages and drive engagement. It’s a great example of how Rawcut brings creativity and strategy to every project we tackle. Working with them is truly a collaborative (and fun) experience.”
Diversified CPC
Let’s skip the small talk and get to work. Big ideas don’t build
themselves. You bring the vision—we’ll bring the fire.