News | October 16, 2018

Rain-X Debuts Its Newest Premium Beam Wiper Blade, Rain-X Silicone AdvantEdge, Featuring Innovative Silicone Rubber Technology

HOUSTON--(BUSINESS WIRE)--

ITW Global Brands, a leader in servicing the auto aftermarket with best-selling car care products, has launched the new Rain-X® Silicone AdvantEdge™ Wiper Blade, the only premium beam wiper blade sold in auto retail stores that features precision-engineered silicone rubber designed to withstand the most extreme weather conditions. The Rain-X Silicone AdvantEdge squeegee is proven to last two times longer than traditional rubber squeegees, and features Climate Defense™ Technology which protects the squeegee against long-term exposure to ozone, UV rays, snow, and ice.

“We know how important wiper blade durability is to drivers,” said Cheryl Petrishin, Brand Manager for Rain-X. “So we pushed ourselves to develop a longer-lasting rubber squeegee that consumers could rely on through the toughest conditions. Silicone was a natural fit that met our high standards and brought something new and different to the market.”

Rain-X, a leader in both wiper blades and car care appearance products, is known for its innovative water repelling technology which can be found on both the Quantum® and Latitude Water Repellency® lines of wiper blades. Rain-X Silicone AdvantEdge, the newest addition to their premium beam blade portfolio, showcases a distinct silicone rubber technology that differentiates this wiper from the competition.

Benefits of the new wiper blade include:

  • Resilient Silicone Rubber Squeegee: Lasts two times longer than traditional rubber squeegees, based on third party testing, for ultimate durability.
  • All-Weather Performance and Superior Wipe Quality: Silicone rubber retains its flexibility and stability in the most extreme temperatures and inclement weather conditions, so it will not crack in the heat or freeze in the cold.
  • Climate Defense Technology: Acts as a safeguard against windshield wiper fluid, oil, salt spray, road grime, and other elements.
  • Advanced Spring Beam Technology: Allows the wiper to hug the curvature of the windshield for a smooth, quiet wipe.
  • InstalLock™ Installation System: All-in-one adapter that allows for a quick and secure installation.

Rain-X is also launching a comprehensive national media plan to promote the new silicone wiper blade, including television, outdoor digital billboards, social media, weather-triggered pre-roll video across desktop and mobile apps, geo-mobile targeting highlighting retailer specific promotions, and more. In October, Rain-X will debut its television commercial “Fire & Ice”, demonstrating the superior resistance of the silicone rubber squeegee to the toughest elements. This will run on major networks such as CNN, Headline News, Fox News, The Weather Channel, and ESPN and ESPN2. The national media campaign is scheduled to run from October 2018 through March 2019, during peak season for inclement weather when visibility and safe driving is top of mind for most drivers.

The Rain-X Silicone AdvantEdge Wiper Blade is now available at Advance Auto Parts®, Carquest® and AutoZone®, and coming soon to Pep Boys® this December. In addition, the product-specific microsite, www.rainxsiliconewipers.com, has detailed information on the innovation as well as tools to “find your blade size” and instructional installation videos.

About ITW Global Brands

ITW Global Brands, headquartered in Houston, specializes in servicing the auto aftermarket, selling car care products under the Black Magic®, Blue Coral®, Fast Orange®, Fix-A-Flat®, Genuine Innovations®, Gumout®, No Touch®, Permatex®, Rain-X®, Slime®, and Spray Nine® brands. These brands compete in the wiper blade, engine repair, hand cleaner, appearance, cleaners & degreasers, tire repair and performance products segments of the automotive aftermarket. Many of our brands are #1 in their respective categories.

ITW Global Brands products are sold in do-it-yourself retailers like Walmart, Target, AutoZone, Advance Auto Parts, Pep Boys Auto Parts & Service, O’Reilly Auto Parts, Dollar General, Family Dollar, The Home Depot and Tractor Supply Co. ITW Global Brands is most admired for the strong heritage of its brands, continuous product innovation and advertising that are unmatched in the industry. To learn more about ITW Global Brands, visit www.itwgb.com.


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