DANBURY, CT -- FRAM Heavy Duty has unveiled a new look for its family of filtration products, including a redesigned advertising campaign and new product packaging.

The new advertising campaign includes three print ads and introduces the new FRAM Heavy Duty tagline: “Bring it on.” The campaign highlights the brand’s extensive experience in the heavy duty market while embracing its heritage in the retail sector. The campaign uses such headlines as, “Our version of cleanup on aisle 4” and “Our version of express checkout: 10 items or less” to emphasize the FRAM Heavy Duty brand's ability to participate in all aftermarket sectors as well as showcase the advanced Honeywell technologies integrated into the product line offering. The new ads will run in numerous trade magazines.

“This new campaign was designed to communicate to our customers that we are making serious investments in our heavy duty filter product line. We’re even leveraging our marketing savvy on the retail side to accomplish this,” said Kenny Cameron, FRAM Heavy Duty product manager. “Thanks to years of experience in the heavy duty filter market, we understand what it takes to create products that meet the needs of today’s heavy duty customer.”

In addition to its new advertising campaign, FRAM has revamped the appearance of its Heavy Duty oil filter cans. Formerly a standard orange, the can’s improved look includes new colors and updated logos for each of the FRAM Heavy Duty oil filter products. The FRAM Wearguard (PH) standard heavy duty filter is now orange with a black FRAM logo. The FRAM Wearguard (HPH) premium heavy duty filter, which can help extend service above normal oil change intervals, is black with a silver FRAM logo. And finally, with a planned launch of summer 2007, the new FRAM Wearguard TRT (TPH) filter, an oil management system designed to cut oxidation and acid as well as slow the degradation of oil TBN (total base number) with its time-released technology, will be silver with an orange FRAM logo.

The FRAM marketing team decided to change the colors of each filter product to create value differentiation for their customers. The popular Heavy Duty oil filter applications will now be packaged in shrink wrap to help showcase the new design as well as increase shelf life.

For additional information, visit: http://www.honeywell.com.