To be fluid in seven languages and come to the rescue when someone is in trouble could be the calling card of a very handy renaissance man. In the case of Slime Tire Sealant, such were the requirements for a new label for a brand positioned as the Worldwide Leader in Tire CareTM. Manufactured in the U.S. by Accessories Marketing Inc., a San Luis Obispo, CA-based division of Illinois Tool Works Inc., Slime is a tire sealant for tube and tubeless tires for motorcycles, wheelbarrows, cars, trailers, trucks, SUVs, golf carts, ATVs, lawnmowers, and other end-use tires of similar size. Looking to grow its brand awareness in international markets, especially the expansive Western European Union, Accessories Marketing faced the challenge of trying to accommodate a region where seven different languages are spoken.
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