Prestone shows drivers how to cheat the death of their cars in new advertising campaign

Although it might seem trivial, checking the levels of antifreeze/coolant, fuel additives, and even windshield washer fluid is essential to maintaining the “life” of your car - especially in the harsh winter months. This is the central message that Prestone^®, the leading antifreeze/coolant brand in the United States, wants to communicate to car enthusiasts, DIYers, technicians, and anyone looking to extend the life of their car. Prestone’s new advertising campaign titled “The Reaper” will launch in never-before-targeted placements like NFL games and during Ultimate Fighting Championship matches starting September 10.

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The new campaign emphasizes the power that Prestone products have to help drivers cheat the death of their cars by pitting the brand against death, or in the case of the campaign, “The Reaper,” a vintage, black tow truck.  The exaggerated premise reinforces the role Prestone products have in keeping your car running smoothly, as well as preventing any unwanted and untimely visits from “The Reaper.”

“Underscoring the effectiveness of our product in an edgy, fun manner was central to the creation of ‘The Reaper,’” says Sharon McLenahan, marketing director for Prestone. “During our recent research, we learned a key insight that while consumers care about the performance of their cars, they care even more about keeping their cars running without issues, and not having to worry about their cars dying unexpectedly on the side of the road.  As demonstrated in the ads, we hope consumers are inspired to thwart the ‘death’ of their cars, especially during the coming winter season, with the help of Prestone’s patented anti-corrosion antifreeze, De-Icer, fuel additives or other products.”

The campaign is being supported by English and Spanish-language television spots in addition to digital components, and emphasizes Prestone’s antifreeze, De-Icer and fuel additive products.  The digital ads will appear on sites such as UFC.com, CBSSports.com – Fantasy Football, SB Nation, and eHow. In-store activation will be supported by point of sale materials at automotive stores across the country where Prestone is sold and will include header cards and tent cards.

For more information about Prestone, please visit www.Prestone.com.

About Prestone®

Headquartered in Lake Forest, Illinois, Prestone manufactures and markets Prestone Antifreeze/Coolant, Fuel Additive, Brake and Power Steering Fluid and a variety of car-care products. For more than 80 years, the Prestone name has provided customers with the highest quality products including the leading brand of antifreeze/coolant. Prestone antifreeze has protected cooling systems through eight decades of evolving engine operations and cooling system demands. As a result, Prestone has become the best-selling antifreeze in North America. Please visit Prestone.com for additional information.