The Client
A global chemistry innovator, Chemours develops transformative products to tackle the world’s toughest challenges. Their pioneering technologies for automotive, energy, and electronics enhance everyday life, all while shaping a sustainable future for people and the planet.
Well There’s Your Problem
Freon™ ruled the road for decades as the go-to refrigerant for automotive A/C. But its high Global Warming Potential (GWP) meant it had to go. Chemours stepped up with Opteon™ YF, a low-GWP refrigerant developed to meet regulations and redefine the industry. One problem solved, but another one rolled in...
Opteon™ YF was already preferred by OEMs and 90% of new vehicles already rolled off the line with 1234yf in the system. In the coming years, that would mean an onslaught of Opteon™ YF-ready cars entering the shops of mechanics around the country for maintenance and repair. Shop owners had to be ready.
But educating skeptical shop owners and mechanics was no small feat. Known for their “no B.S” mindset, many saw the change as just another costly regulation.
Transforming Resistance into Readiness
Our direction began with a clear insight: Mechanics don’t trust hype. And that meant to connect with this no-nonsense audience, authenticity was non-negotiable. Additionally, we needed to home in on three barriers to adoption:
- Regulatory Unawareness: Highlighting that switching to YF isn’t optional, it’s mandated
- Lack of Trust: Framing YF as a practical solution, not corporate spin.
- Cost Concerns: Showing how investing in YF-ready tools pays off long-term.
This approach shaped our campaign tagline, “Get Real. Get YF.” By emphasizing urgency with, “Is Your Shop YF Ready?” we drove action while addressing their concerns.
Key Messages
- R-134a Is On Its Way Out
Educated on the AIM Act’s HFC phase-down and positioned Opteon™ YF as the future-proof choice. - From the Makers of Freon
Leveraged Chemours brand equity, credibility, and nearly a century of expertise in refrigerants. - Made in the USA
Emphasized Opteon™ YF domestic manufacturing.
The Visual Flavor
When messaging is so straightforward, visuals step up to do the heavy lifting. From social ads and supporting literature to a dedicated landing page and explainer animations, everything we created kept the same focus: keeping it real. We also designed updated product labels and point-of-sale displays to work seamlessly with the broader visual identity. Ads featured small cans, large canisters, and essential shop equipment making it clear that no matter their shop setup, Opteon™ YF had them covered.
Driving Change, One Click at a Time
Our digital strategy put Opteon™ YF front and center across platforms where mechanics were most active. Facebook, Instagram, YouTube and Google ads all drove traffic to a landing page designed to educate and convert featuring a detailed Opteon™ YF Start-Up Guide to help shops navigate the transition. Ongoing management and optimization provided valuable audience insights. High-performing ads shaped future creative, allowing us to reinforce key messages and address lingering misconceptions with clarity and confidence.
