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2000 SILVER AUTOMOTIVE - AFTERMARKET
UNITED STATES
In late 1998, Arnold Communications and FRAM worked together to introduce a new oil filter called FRAM Extra Guard with SureGRIP. Sure Grip is a rough textured surface, providing consumers with a better grip. The key marketing challenge was to create consumer demand for the new, premium priced product that had to compete in a price and promotion driven market, while subsequently rebuilding the importance of the FRAM brand in the market. We built our creative strategy around the frustration that comes with changing your oil filter. Sure Grip has become the most successful new product introduction ever for FRAM. So successful that FRAM is incorporating the Sure Grip texture feature across all their oil filter lines.
