Marketing Pathfinding had been retained by Channel Home Centers for the launch of three test stores in Manhattan. Some time later Channel was acquired by Rickel. Rickel, (now over-leveraged and in trouble) hired the former CEO of Channel to turn things around. He in turn called Marketing Pathfinding to once again help him. The job was to convince defectors from Rickel that the stores were in new hands, that Rickel was still in business, and that Rickel was committted to helping its do-it-yourself customers do it themselves. In order to cut through the clutter, Marketing Pathfinding developed a campaign featuring Don Rickles as spokesman. It was classic Rickles - gently and good-naturedly insulting. It was a little edgy, a calculated risk. Would people find the work charming and engaging, or would they take offense? The week the campaign was launched, sales skyrocketed 48% over plan - pretty much unheard of in retail. Rickel never looked back.