SOUTHFIELD, MI — Dale Earnhardt Jr., one of the world’s most popular stock car racers, reveals Champion as his preferred brand of spark plugs in an extensive new consumer advertising campaign unveiled by Federal-Mogul, which makes Champion brand spark plugs.
“Junior,” who has long relied on Champion plugs for his No. 8 NASCAR NEXTEL Cup Chevrolet, reveals in several new full-page ads that he also chooses Champion to power his off-track passions, too. His Corvette, Camaro, pickup truck, all-terrain vehicle, motorcycle and boat all rely on Champion plugs for premium performance. Each ad features Earnhardt Jr. with one of his favorite vehicles, a corresponding set of premium Champion plugs and the campaign theme, “Always a Champion.”
“Dale is a throwback to the muscle car era, when automotive enthusiasts worked hard and played hard. That image, combined with his impressive racing pedigree, is a perfect complement to the Champion brand,” said Jay Burkhart, vice president of global marketing and brand strategy for Federal-Mogul. “The fact that he prefers Champion not only on race day but also in his street cars, dirt bike, boat and other vehicles is a powerful endorsement of our premium plug technologies.”
According to Federal-Mogul, the new Champion advertising campaign is expected to generate nearly 50 million brand impressions throughout the year in leading male-oriented enthusiast magazines like FHM, Hot Rod, Field & Stream, 4Wheel & Off-Road and Outdoor Life.
For more information about Champion spark plugs, visit: www.federal-mogul.com .
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