BlueLinQ Product Launch & XFP

Summary

ArmstrongB2B® partnered with Sulzer’s Water Business Unit to deliver a unified global campaign for the launch of three key products: the BlueLinQ Pro controller (formerly EC 541), the XFP pump and the HST 10 compressor.

The campaign not only introduced these three products to market, but also established a new naming convention for Sulzer’s controller portfolio through the launch of BlueLinQ Pro. By combining strategic messaging, naming development and multi-channel creative execution, we created a cohesive platform that elevated each product while reinforcing Sulzer’s broader Aqua brand.

Sulzer
BlueLinQ Product Launch & XFP

Challenge
The primary challenge was to coordinate the launch of three distinct products, the BlueLinQ Pro controller, the XFP pump and the HST 10 compressor, within a single, unified campaign.

Each product served a different purpose within Sulzer’s Water Business Unit, requiring clear and differentiated messaging. At the same time, the campaign needed to maintain consistency across all touchpoints, ensuring a cohesive brand experience under the Aqua portfolio.

In parallel, the introduction of a new naming convention for controller products added further complexity. The transition from EC 541 to BlueLinQ Pro required careful alignment across messaging, visual identity and campaign assets, ensuring that BlueLinQ Pro was positioned as a future-facing evolution while remaining clearly connected to the existing product range.

The challenge was therefore twofold: to successfully launch BlueLinQ Pro, XFP pump and HST 10 compressor as individual solutions, while creating a clear, unified narrative across the campaign.

Strategy
Our strategy focused on building a scalable campaign platform that could support multiple product launches while maintaining clarity and consistency.

We introduced BlueLinQ Pro as the lead product, using its launch to establish the new naming convention and set the tone for the wider campaign. BlueLinQ Pro became the foundation for communicating Sulzer’s innovation in digital control and monitoring solutions.

From this base, we expanded the campaign to include the XFP pump and HST 10 compressor, ensuring each product was positioned with its own clear value proposition while remaining connected under the Aqua brand.

The strategy ensured that:

  • BlueLinQ Pro was positioned as a forward-looking controller solution and the starting point for a new product architecture
  • The XFP pump was communicated as a high-performance pumping solution within the same ecosystem
  • The HST 10 compressor was positioned as a complementary technology supporting efficient water management

By structuring the campaign in this way, we created a clear hierarchy that allowed BlueLinQ Pro, XFP pump and HST 10 compressor to stand out individually while reinforcing Sulzer’s integrated offering.

Creative
The creative approach focused on delivering a cohesive campaign identity that could flex across all three products while maintaining clarity and impact.

We supported the campaign from initial briefing and scoping through to naming exploration, playing a key role in the development and rollout of BlueLinQ Pro as the new controller naming convention. This naming was embedded across all campaign assets to ensure consistency and long-term scalability.

Each product, BlueLinQ Pro, XFP pump and HST 10 compressor, was supported with tailored messaging and visual storytelling, ensuring its unique benefits were clearly communicated. This included:

  • Product-specific messaging and headlines for BlueLinQ Pro, XFP pump and HST 10 compressor
  • Launch animations to bring each solution to life and demonstrate functionality
  • A unified visual system to connect all three products under the Aqua brand

The campaign was executed across multiple channels, including paid media, social media, printed advertising, a dedicated Pardot landing page and a comprehensive sales presentation.

By combining consistent branding with product-specific storytelling, the campaign successfully introduced BlueLinQ Pro, XFP pump and HST 10 compressor to market within a single, integrated platform.

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Challenge

The primary challenge was to coordinate the launch of three distinct products, the BlueLinQ Pro controller, the XFP pump and the HST 10 compressor, within a single, unified campaign.

Each product served a different purpose within Sulzer’s Water Business Unit, requiring clear and differentiated messaging. At the same time, the campaign needed to maintain consistency across all touchpoints, ensuring a cohesive brand experience under the Aqua portfolio.

In parallel, the introduction of a new naming convention for controller products added further complexity. The transition from EC 541 to BlueLinQ Pro required careful alignment across messaging, visual identity and campaign assets, ensuring that BlueLinQ Pro was positioned as a future-facing evolution while remaining clearly connected to the existing product range.

The challenge was therefore twofold: to successfully launch BlueLinQ Pro, XFP pump and HST 10 compressor as individual solutions, while creating a clear, unified narrative across the campaign.

Engineering 3D Animation Brand Storytelling CGI Creative Design Digital Advertising

Strategy

Our strategy focused on building a scalable campaign platform that could support multiple product launches while maintaining clarity and consistency.

We introduced BlueLinQ Pro as the lead product, using its launch to establish the new naming convention and set the tone for the wider campaign. BlueLinQ Pro became the foundation for communicating Sulzer’s innovation in digital control and monitoring solutions.

From this base, we expanded the campaign to include the XFP pump and HST 10 compressor, ensuring each product was positioned with its own clear value proposition while remaining connected under the Aqua brand.

The strategy ensured that:

  • BlueLinQ Pro was positioned as a forward-looking controller solution and the starting point for a new product architecture
  • The XFP pump was communicated as a high-performance pumping solution within the same ecosystem
  • The HST 10 compressor was positioned as a complementary technology supporting efficient water management

By structuring the campaign in this way, we created a clear hierarchy that allowed BlueLinQ Pro, XFP pump and HST 10 compressor to stand out individually while reinforcing Sulzer’s integrated offering.

Creative

The creative approach focused on delivering a cohesive campaign identity that could flex across all three products while maintaining clarity and impact.

We supported the campaign from initial briefing and scoping through to naming exploration, playing a key role in the development and rollout of BlueLinQ Pro as the new controller naming convention. This naming was embedded across all campaign assets to ensure consistency and long-term scalability.

Each product, BlueLinQ Pro, XFP pump and HST 10 compressor, was supported with tailored messaging and visual storytelling, ensuring its unique benefits were clearly communicated. This included:

  • Product-specific messaging and headlines for BlueLinQ Pro, XFP pump and HST 10 compressor
  • Launch animations to bring each solution to life and demonstrate functionality
  • A unified visual system to connect all three products under the Aqua brand

The campaign was executed across multiple channels, including paid media, social media, printed advertising, a dedicated Pardot landing page and a comprehensive sales presentation.

By combining consistent branding with product-specific storytelling, the campaign successfully introduced BlueLinQ Pro, XFP pump and HST 10 compressor to market within a single, integrated platform.

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