Performance Delivered: Positioning Lentus in A New Market

The process began with a Pathfinder, our immersive workshop, where we dug into Lentus’s goals, audience, and challenges. The discovery revealed a critical insight: Lentus wasn’t simply distributing a chemical. They were enabling performance, uptime, and peace of mind for data center operators. Just as important, co-branding with Dow would anchor the campaign with instant credibility, positioning Lentus as a distribution partner with the scale and reliability needed for mission-critical environments.

From those insights, the creative strategy took shape around a simple but powerful idea: Performance Delivered. The message reflected both the technical advantage of DOWFROST™ LC 25 and Lentus’s proven reputation for speed, scale, and dependability. Visually, the campaign drew inspiration from emerging trends in tech advertising while grounding the look in the world of data centers. An abstract color field design with a warm-to-cool gradient evoked energy, cooling, and the future of AI without resorting to visual clichés.

The creative process was highly collaborative. We worked with Lentus on the broader strategy first, and then refined the messaging and design into a sharp, targeted campaign. Execution centered on LinkedIn advertising—where decision-makers in the data center ecosystem spend their time—supported by a landing page that extended the visual identity and message. LinkedIn also anchors thought leadership efforts, using blogs and organic social media to position Lentus and knowledgeable leaders in the AI landscape.

The result is a campaign that has given Lentus a distinctive and credible voice in a new market. For the first time, they are marketing directly to data center stakeholders, armed with messaging and creative that align their name with Dow’s, while also speaking directly to the needs of their audience. Lentus is now poised to strengthen its foothold in the fast-expanding world of data centers, evolve into a thought leader in liquid cooling, and expand its influence as AI-driven infrastructure reshapes the industry. With RedTag, they are going beyond responding to a changing market to helping define it.