“AAPEX provides a perfect opportunity for the Purolator team to interact with automotive retailers and service professionals simultaneously,” said Tina Davis, senior marketing manager of brand and communications at MANN+HUMMEL Purolator Filters LLC.
The company enlisted the help of a couple of “filthy-mouthed kids,” and produced an “unconventional public service announcement.” The video, addressing the need to change cabin air filters, has garnered more than 520,000 views, 2,000 likes and almost 1,500 shares on Facebook.
The series is comprised of four videos featuring testimonials from Purolator associates. The vignettes provide an inside look at the company’s manufacturing facility in Fayetteville, North Carolina.
The 824-page catalog provides a comprehensive listing of filters available for markets in the U.S., Canada and Mexico.
The company says that following a successful fall 2016 consumer campaign, its spring advertising will continue to target the DIY audience through a multimedia approach. All initiatives will be focused on re-energizing consideration for the brand, promoting the company’s comprehensive lines of automotive filtration solutions and driving sales at shops and stores.
Extending coverage to reach 25 million passenger vehicles on the road today, the new part numbers added to PurolatorBOSS include five spin-on and five cartridge oil filters.
Cabin air filters can play a role in reducing the effects of respiratory conditions, since they capture potentially harmful particulates so they are not recycled into the passenger compartment and compromise the driving comfort of the people in the vehicle.