BROADVIEW, Ill. – Purolator has launched what it described as an "ambitious" new filtration advertising and promotional campaign for 2012.
 
With multiple ad campaigns focusing on the oil filter line of products, BreatheEasy cabin air filter line and new Synthetic oil filter line, Purolator expects to generate more than 1 billion impressions. The 2012 campaign focuses primarily on engaging Purolator’s audience through memorable television spots and by driving conversations on social media sites such as Facebook. In addition, the campaign also includes radio, print and online advertising.
 
Scheduled to run  through September, Purolator says it expects this multi-million dollar campaign to promote awareness of the quality and reputation of the Purolator brand among consumers, and in turn generate considerable pull-through sales for automotive parts retailers and repair shops.  
 
Digital ads, which will appear on Hulu, YouTube, Google, Facebook and other social media sites, will focus on Purolator oil filters’ use of metal endcaps where others use those made of cardboard. The message is that metal is strong and durable and protects an engine better than cardboard.
 
Three television ads (30-second spots – Shootout, Burglar and Dentist) are scheduled to appear on national cable channels such as Discovery Channel, History Channel, ESPN, Speed, Spike and others, and on Live sports channels such as NASCAR, MLB, NHL and NBA. These new ads can be viewed on Purolator’s Facebook page in the Videos section or on Purolator’s YouTube channel. Network radio ads will be featured on ESPN, rock, classic hits and country stations.
 
The company adds that its "Keep It Pure" tagline will continue to resonate through this integrated communications campaign. In addition, individual campaigns for the recently introduced Purolator Synthetic oil filter and BreatheEasy cabin air filter will also take place. Promotions and rebates will be offered as well.