Oil-Dri Corporation

Oil-Dri Corporation, a U.S. leading producer of specialty sorbent products, engaged Clarke Creative to revamp its advertising campaign and various brand materials for their fluids purification division (a key segment of Oil-Dri). With rising competition in the edible oils sector, Oil-Dri aimed to highlight their unique selling points and promote their complete product range. In addition, they sought to boost brand visibility and sales in the burgeoning renewable diesel market for their new and innovative Metal-X and Metal-Z products.

Our Strategic Approach. We knew that credibility and accuracy would be the foundation of a successful brand strategy for Oil-Dri, so we made the deliberate decision to immerse ourselves in their industry. We met with senior executives to understand how each of their products are produced, from the moment they’re mined to final shipment. We peered through trade publications, read technical white papers, and reviewed internal presentations to grasp the nuances of their technology and its applications. To top it off, we conducted a deep dive into competitors’ positioning to identify message opportunities.

This rigorous discovery process revealed Oil-Dri's key strength: reliability. Their products offer consistent performance and are backed by unrivaled customer service and tech support in the field - a key differentiating factor. 

Brand Positioning. Oil-Dri’s fluids purification team needed to claim a firm brand position with a universal advertisement showcasing its complete range of sorbent mineral products.

With careful crafting, while adhering to brand guidelines, and keeping true to its brand tenet of reliability, Oil-Dri’s More Than a Mineral ad campaign was born.

We developed a unified, high-level advertisement for the edible oils, biodiesel, and renewable diesel markets centered on a single, striking visual: a clear magnifying marble resting on a bed of stone, symbolizing the natural essence of Oil-Dri’s adsorbent mineral products. By anchoring their product in a symbol of clarity and depth, we positioned Oil-Dri as more than a vendor—they are a trusted partner with dependable market expertise.

Technical Marketing. Beyond advertising, Clarke Creative offered marketing, design, and technical writing support for Oil-Dri as they prepared for the AOCS Conference, which it served as a sponsor. At this event, it wanted to soft launch its newest products for the renewable diesel industry, Metal-X and Metal-Z. In collaboration with Oil-Dri’s team of scientists, Clarke Creative drafted and designed a technical white paper to be offered to conference attendees, as well as presentation materials for its suite of adsorbent mineral products. Copywriting and project management services were provided to Oil-Dri for its exhibit signage at the show.

While brand headlines continue to evolve, Oil-Dri’s position remains rooted in its commitment to reliability, carrying the More Than a Mineral campaign with it for years. Its effectiveness is proven by the division’s significant increase in profits over a three-year period.