Automotive - Aftermarket
Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.
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1995 SILVER
People Who Know Use Valvoline
Valvoline, the fourth-ranked motor oil, sought growth in the Do-It-Yourself segment. The insight that customers are more persuaded by credible endorsees than by technical claims, led to using auto mechanics in advertising. Commercials and motorsports sponsorship helped Valvoline reach #3 (#1 in the most recent quarter), outperforming all leading brands in sales and share.
Brand:
Valvoline
Client:
The Valvoline Company
Agency:
Bozell New York
Language:
English
1995 BRONZE
The Headache Medicine
The Excedrin "Headache Medicine" campaign reestablished Excedrin as a specialist product that is better for headaches by actually acknowledging that Tylenol is a good general pain reliever. The campaign dramatically reversed long running sales declines, spurred trial and achieved growth that was sustained despite enormous competitive spending.
Brand:
Excedrin
Client:
Bristol-Myers Squibb Co.
Agency:
Bozell New York
Language:
English
FINALISTS
Sunoco
Fuel Your Best
Mobil Colombia
De Camioneros A Protagonistas De Novela
Mobil Colombia
Somos Imparables
