Cloyes' Renewed Focus On Brand Heritage Recognized With Awards At AAPEX

Cloyes’ Renewed Focus On Brand Heritage Recognized With Awards At AAPEX

Both in the business-to-business category, Cloyes won Best Ad Campaign to the Technician/Repair Audience and Best Use of Ad Graphics to the Distribution/Retail and Technician/Repair Audience.

With a renewed and strengthened focus on its brand and product marketing in 2019, Cloyes earned two Automotive Communications Awards during AAPEX 2019 in Las Vegas. Both in the business-to-business category, Cloyes won Best Ad Campaign to the Technician/Repair Audience and Best Use of Ad Graphics to the Distribution/Retail and Technician/Repair Audience.

The Cloyes ad campaign, “Perfect Timing for 98 Years,” is a technician-focused campaign communicating the strength and longevity of the Cloyes reputation and the quality of the Cloyes family of products, as those are the true brand differentiators. The headline present in all the ads, “Perfect Timing for 98 Years,” reminds technicians of both the heritage and quality behind the Cloyes brand and its products. The various subheads, “Your system. Our solution.”, “Tested and Trusted” and “Reliability Creates Credibility” speak directly to technicians, reinforcing the fact that Cloyes is the reputable authority on timing systems, said the company.

“With a nearly 100-year history, the Cloyes brand was well known amongst technicians and DIY enthusiasts and we wanted to continue to build brand awareness and reinforce the company’s competitive advantages,” said Brian Wheeler, VP of business development and marketing for Cloyes. “As technicians are more likely to recommend and use durable, well-known products that they trust, this ad campaign from Cloyes reiterates that technicians can confidently rely on Cloyes timing products and systems.”

For its ad campaign graphics, Cloyes was faced with the challenge of modernizing its brand in order to stay current with customers and continue to build brand awareness, while still honoring the company’s long heritage. The Cloyes graphics redesign process started with an audit of the company’s competitive advantages. The high quality of the Cloyes products, the company’s heritage, and the brand’s expertise in the timing drive system segment were all identified as advantages that would be highlighted in the new campaign graphics.

The ad campaign features black and white photography that emphasizes the heritage of the company and the timelessness of the subjects. The images include original photographs from the Cloyes archive, of Cloyes employees manufacturing its products, and reiterate the authenticity of the brand and its dedication to high-quality performance and stock replacement timing components over the last 98 years. The historical images, all treated in black and white, pay homage to Cloyes’ 98-year legacy, and create a contrast and visual interest between the red and blue Cloyes brand colors and logo, as well as with the image of the family of Cloyes products.

“The entire Cloyes team is excited to take these awards back to Fort Smith after AAPEX 2019,” added Wheeler. “We’ve had a very strong year promoting the Cloyes brand and look forward to carrying that momentum into 2020 as we work to help our customers be even more successful.”

The annual awards recognize companies and agencies that provide automotive information to consumers and trade professionals through outstanding advertising, marketing, merchandising and effective PR.

You May Also Like

Continental Releases 67 New Part Numbers

Twenty-two new import part numbers, as well as 39 new pulley and tensioner part numbers, are immediately available.

Continental announced a continued development of its import line of products with the addition of 22 new part numbers, as well as the expansion of its metals program, including 39 new pulley and tensioner part numbers. The new product line extensions are immediately available, Continental said.

39 Tensioners and Pulleys

Standard Motor Products Introduces 268 New Numbers

The release provides new coverage in 75 product categories and 80 part numbers for 2023 and 2024 model-year vehicles, SMP said.

BCA Bearings Unveils 2024 Endless Summer Promotion

The Endless Summer promotion runs from May 1 through June 30, 2024.

Clarios to Supply High-Performance AGM Battery to Major OEM

It offers up to 80% reduction in CO2 emissions over traditional AGM batteries, in many cases, Clarios said.

Philips Announces GoPure GP5212 Automotive Air Purifier

It uses a 3-layer filter to deliver cleaner, healthier, fresher air on the go, Lumileds said.

Other Posts
Snap-on Announces Latest Software Release

The latest software includes new coverage and guided component tests and features.

AACF Launches 65th Anniversary Fundraising Initiative

The campaign aims to raise $65,000 through 1,000 donations of $65 each.

BendPak Founder Don Henthorn Passes Away

Grew company from small machine shop to global leader in car lifts and garage equipment.

ASE Practice Tests Available Online

You can get a good idea of what to expect by adding the official ASE practice tests to your study plans.