LAS VEGAS — At the recent AAPEX Show in Las Vegas, WIX Filters gave automotive products distributors and trade press a sneak preview of the company’s new marketing campaign, which will launch in 2005.
The new brand campaign was introduced as part of a company update that included information from WIX leadership about several recent developments, including Cypress Group’s recent acquisition of the Dana Automotive Aftermarket Group, of which WIX is part. The update also included information on a new look for the top-selling WIX products and a preview of new product packaging.
Components of the new campaign include consumer print advertising, trade magazine advertising, print advertising directed to fleet managers, television and radio ads, Internet ads and point-of-sale merchandise. A common element among the various print ads is iconography featuring a new-look WIX filter in the palm of a technician’s hand, which according to the company, is designed to show the strength and power of WIX Filters and the importance of the filter for proper car performance.
“We want our marketing campaign to keep up with all the changes we’re making at WIX to better serve our customers,” said Bruce Johnston, brand manager, WIX Global Filtration. “Our marketing messages match the bold new look of our filters and the cutting edge design of our packaging and demonstrate to our customers that we will support the WIX brand with all the resources at our disposal.”
WIX also announced it will continue its involvement with NASCAR in 2005, as associate sponsor of the Joe Gibbs racing team.
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