HEET Gas-Line Antifreeze has begun running radio ads triggered by bad weather.
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HEET Gas-Line Antifreeze has begun running radio ads triggered by bad weather.
HEET maker Gold Eagle taps the weather-tracking service of radio-marketing agency CRN International. The Hamden, CT-based agency created the service, called "Mediarology," 20 years ago for Campbell Soup Co.
The agency tracks winter storms, then triggers HEET spots to run in markets just before a storm arrives. That's designed to spur immediate sales of HEET, which is added to gas lines to prevent freezing.
