DANBURY, CT — At the end of last year, FRAM launched its all-new FRAM AirHog high performance air filter, and now, the brand is launching a comprehensive communications campaign to help push sales at the consumer level.
A new television spot, three print ads, motorsports affiliations and a full-blown PR program are being launched for the product this month.
The $7 million advertising component of the campaign is aimed at the performance-driven and value-minded do-it-yourself car owner. A commercial, produced by McCann Erickson’s Detroit office, will begin appearing at the end of the month on stations like Spike TV, ESPN and The History Channel.
FRAM is also spending $2 million to advertise in several automotive enthusiast and racing publications like Hot Rod, Motor Trend, Car & Driver and Road & Track.
As the Official Filter of the NHRA, FRAM will continue its promotions efforts with an exclusive AirHog Top Fuel Dragster and additional brand building support at each race. AirHog spots will also run during select NHRA and NASCAR races on ESPN2, TNT and Fox.
Additional brand building and publicity efforts include consumer media outreach and a television media tour with Sam Memmolo of “Two Guys Garage.”
The FRAM AirHog air filter offers coverage for nearly 85 percent of today’s passenger cars and light-duty trucks.
For more information, go to: www.fram.com.
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