Prestone – Challenge
Prestone needed to crush sales during the “prep” for summer heat and winter freeze seasons at their #1 retailer, AutoZone.
The category’s "specially formulated" focus - products for unique car makes, models, and years – had forced consumers to navigate a wall of brightly-colored bottles, with brands differentiated solely by FUNCTIONAL benefits.
Strategy
Specialty products can address specific needs, but DIYers told us something was missing: what they really wanted was a brand they could trust with their entire car experience.
Prestone could own that larger ground:
the Engine Confidence Specialists.
As the legacy category leader (research!), Prestone can say it when no one else can.
Content
Make the Prestone benefit all-in. For loyalists, it means a real superiority: The Prestone Edge.
Creative stopped DIYers in their tracks with intense weather imagery. Smart graphic design brought bottle and tagline together, dramatizing total trust in the worst conditions.
The message also reinforced the trust consumers have for partner AutoZone.
In-store campaign signage brought the message to the AutoZone floor, counter and parking lot.
