This spring, Purolator will launch a fully-integrated advertising campaign to continue to drive consumer demand for its offering of automotive filtration products. The plan includes a combination of television, radio, online and social media advertising that will run throughout the months of March, April and June.
Following a successful fall 2016 consumer campaign, spring advertising will continue to target the DIY audience through a multimedia approach. All initiatives will be focused on re-energizing consideration for the brand, promoting the company’s comprehensive lines of automotive filtration solutions, and driving sales at shops and stores.
“Today’s consumers experience constant exposure to advertising and brand information,” said Kevin O’Dowd, global director of product and brand marketing for the automotive aftermarket for MANN+HUMMEL Purolator Filters LLC. “This is why it’s imperative to deliver a brand message that is not only useful and targeted to the audience we are trying to reach, but also entertaining enough to catch their attention among a sea of competitive content.”
These advertisements will feature amusing “spins” on the company’s renewed brand promise, “Nothing Gets By Us.” and the fact that nothing gets by automotive DIYers. For example, one version of the digital advertisements features a tough-looking biker offering a list of rules for dating his daughter and leads users to a landing page offering “more rules from your old man.” Another version scans a row of work tools, then stops at one that appears out-of-place and displays the question “Okay, who used my wrench?”
The campaign launches this month and will advertise in 29 markets throughout the United States. To find out more about the campaign and Purolator’s offering of filtration products, visit pureoil.com.