The WEB – 3M Couldn’t Beat It – So They Bought It

THE WEB – RESIDENTIAL ELECTROSTATIC FURNACE/AC FILTER

Situation: Two entrepreneurs from Kansas City came up with a concept for a “one-size-fits-all” adjustable furnace filter – helping hardware stores reduce inventory and free up valuable shelf space. The electrostatic filter media provided a strong consumer benefit. But the clients had no marketing background and not much money to invest.

Solution: I named the product, coordinated the trademark search, then managed everything from packaging design and copy to writing the assembly instructions.

Success: The WEB achieved national distribution in just 3 years. 3M/Filtrete didn’t appreciate the competition – and sued. When they lost in court, 3M decided to buy out The WEB brand for 3 million dollars.