Purolator has introduced a new consumer advertising and promotional campaign designed to build awareness and demand for its automotive filtration products. The campaign which recently rolled out is based on a new tag line; "Keep It Pure" and includes television, radio, print, and on-line advertising. It is designed to generate over half a billion consumer impressions in the first year of the program.
This hard-hitting marketing communications effort has been crafted to reach do-it-yourselfers (DIYers) through the media they connect with the most – enthusiast magazines, on-line automotive and sports sites, and radio automotive and sports properties. In each medium, the message reinforces Purolator as the filter brand of choice for automotive "purists" – those who want the very best protection for their "pride and joy." The messaging encourages DIYers to choose Purolator filters at their local auto parts store, and also encourages do-it-for-me (DIFM) motorists to ask their repair shop to install Purolator filters at the time of service.
The campaign also builds on the use of Purolator oil and air filters by well-known and highly respected Hendrick Motorsports NASCAR drivers Mark Martin, Jeff Gordon, Jimmie Johnson, and Dale Earnhardt, Jr. This emphasizes and reinforces the quality, reliability, and performance of Purolator filters. The campaign builds demand for Purolator PureOne and Purolator Classic oil and air filters and BreatheEASY cabin air filters.
"This new promotional program is Purolator’s most ambitious marketing effort ever," said Ramon Nuñez, director of filtration for Bosch, joint venture owner of Purolator Filters NA LLC. "It is a massive initiative geared toward supporting our customers and driving traffic into their stores. We are committed to being the best-selling brand of filters in the automotive aftermarket, and this campaign is solid evidence of that commitment."
"Our campaign will reach do-it-yourselfers through the media they reference and trust the most – enthusiast and DIY print publications, automotive and sports-related television and radio shows, and on the web sites they visit – those that are automotive or sports-oriented," continues Nuñez. "Our strategy allows us to reach a very large percentage of the DIY universe, and reaches them repeatedly. Our messages are interesting, informative and, in many cases, entertaining and humorous, making them both memorable and action-generating."
The new consumer print and radio ads are also available for viewing on Purolator’s website – www.purolatorautofilters.net.
In addition, the new advertising campaign is supported by an exciting "Keep It Pure Savings Celebration" online summer rebate program in which consumers can receive cash rebates for purchases of Purolator PureOne and Purolator Classic oil and air filters. This rebate program provides added incentive for consumers to choose Purolator filters.
Purolator manufactures and supplies high quality automotive filters to the North American aftermarket. Inventor of the automotive oil filter in 1923, Purolator has, since then, pioneered more than 40 ‘firsts’ in the filtration industry. In fact, the first automotive oil filter was called a ‘Purolator,’ short for ‘pure oil later.’ Currently, the Purolator brand has more than 2,000 part numbers for automotive, light truck and heavy-duty applications. Now part of the Bosch umbrella of automotive aftermarket products within NAFTA, Purolator’s advanced aftermarket filters include:
• PureONE and Purolator Classic oil filters
• PureONE and Purolator Classic air filters
• BreatheEASY cabin air filters
• The ‘forgotten filters,’ including transmission filters, fuel filters, breathers and PCV valves.
To learn more about Purolator filters and the filtration category, visit www.purolatorautofilters.net.