Driving Growth and Brand Impact With Flex Seal

Challenge

In 2011, two brothers, Phil and Alan Swift, set out to change the home improvement landscape with their innovative rubberized sealants, tapes, and adhesives under the Flex Seal brand. While they had been quietly marketing their products online in the late '90s and early 2000s, the Swift brothers had much bigger aspirations—they wanted to create a direct response television (DRTV) commercial that would elevate their brand to new heights.

The challenge was to transition Flex Seal from a niche online product into a household name recognized across the country. They needed a media partner capable of not only launching their first product effectively but also supporting the brand's growth as they expanded into a family of products.

Solution

Phil Swift’s search for the right media partner led him to Diray Media, and from their first meeting, it was clear that a powerful partnership was born. Diray Media wasn’t just any agency; they specialized in go-to-market performance strategies tailored to launch innovations like Flex Seal.

Crafting a Compelling Brand Narrative

Diray Media quickly devised a comprehensive go-to-market strategy centered on engaging infomercials featuring Phil Swift as the dynamic spokesperson. The commercials showcased Flex Seal’s versatility in solving everyday problems, often in humorous scenarios that captivated audiences. This approach turned Phil Swift into an instantly recognizable personality and a trusted face for the brand.

Expanding from One Product to a Family of Products

Our partnership with Flex Seal was about more than just launching a single product. As Flex Seal grew, so did their lineup of innovative solutions, including Flex Paste, Flex Glue, and Flex Tape. Diray Media's strategic media placements ensured that each new product received maximum exposure, reinforcing Flex Seal's brand identity and driving consumer demand.

High-Impact Media Placement and Omnichannel Integration

Diray Media secured prime placements on major networks and during high-profile events like the NFL, MLB, Discovery Shark Week, and the Olympics, ensuring Flex Seal reached millions of households. We also expanded Flex Seal’s reach through popular podcasts like The Howard Stern Show, creating an omnichannel presence that kept the brand top-of-mind for consumers.

A Partnership Built on Trust and Growth

Over the years, Flex Seal's advertising budget grew significantly, from a $12,000 initial test to over $14 million post-COVID. Diray Media’s ability to adapt and scale the strategy as Flex Seal introduced new products solidified the brand’s position as a leader in the industry.

Results

Household name

#1

ROAS

8:1

Product Expansion

6+

Conclusion

The journey of Flex Seal, guided by Diray Media, is a story of vision, innovation, and unwavering partnership. From helping launch Flex Seal’s first product to supporting the growth of a full suite of sealing solutions, Diray Media played a pivotal role in turning Flex Seal into a billion-dollar brand. Our expertise in performance-driven marketing and commitment to Flex Seal’s success transformed the company into a household name with a spokesperson that Americans everywhere recognize and trust.

For over 12 years, Diray Media has been more than just a media partner to Flex Seal—we’ve been a part of their family. Together, we built a brand legacy grounded in trust, results, humor, and innovation, creating not just a successful business, but friendships for life.