Magazine article ADWEEK

Prestone Spots Back New Car-Care Line: McCann Drops Barberie, Changes Tagline to Give Brand Year-Round Relevance. (Regional News)

Magazine article ADWEEK

Prestone Spots Back New Car-Care Line: McCann Drops Barberie, Changes Tagline to Give Brand Year-Round Relevance. (Regional News)

Article excerpt

DETROIT Prestone launches an automobile-care tine with ads that link the products with the protective qualities of the brand's better-known antifreeze and coolant.

Two 30-second commercials from McCann-Erickson in Troy, Mich., break today for Prestone Wax, Tire Shine, Wheel Cleaner and Car Wash.

Like previous spots that featured Jillian Barberie, who does the weather report for Fox's NFL coverage, the new campaign has a humorous tone. In one execution, two stereotypical mobsters in dark suits and slicked-back hair approach a guy washing his car in his driveway and offer him "protection." They show him a suitcase containing the four new car-care products.

The previous tagline, "It's Prestone season," which was viewed as implying that the brand was not a year-round product, has been changed to "Prestone protection. Inside and out."

"This idea is very direct," said Charlie Metzger, McCann executive vice president, director of client services and business development. "People are going to get it immediately."

In the past, Prestone, part of the Honeywell Consumer Products Group, has limited its advertising to the fall with spots for its antifreeze. For the past two years, the work featured Barberie, who has been dropped in an effort to offer a message that moves away from the seasonal theme, Metzger said.

"It's a change in strategic direction that is really designed to take Prestone out of just the antifreeze segment," Metzger said. …

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