Cummins

The Cummins diesel brand has been synonymous with powering long-haul trucks for more than 100 years. So when the US Department of Transportation recently mandated truckers install Electronic Logging Devices (ELDs) in their engines to monitor and report on their driving safety, Cummins was there with an innovative product — the ZED ELD. They also hired the Zealista team to position and market the new product leveraging the Cummins brand equity, a very competitive no-monthly-fee offer, and the trucker attitude of independence and distaste for government overreach.