SOUTHFIELD, Mich. (Feb. 17, 2010)—Federal-Mogul Corp. is launching an advertising campaign to reinforce its message that longer-lasting, better-performing premium replacement products are the best option for professionals and do-it-yourselfers.
The Federal-Mogul Smart Choice campaign, which will begin in late February, was developed in response to extensive consumer research, the company said.
The campaign will include advertising in print and electronic media across North America as well as in-store POS materials and a new campaign Web site to promote its products and announce campaign news and updates.
The company also is offering cash incentives to consumers who purchase Federal-Mogul's products, including Anco wipers, Champion spark plugs, Wagner ThermoQuiet brake pads and shoes, and Wagner lighting products.
“Our research has also shown that vehicle owners strongly prefer premium repair solutions when they are available in conjunction with special offers. This aggressive new campaign will help connect consumers with parts providers and service shops that offer Federal-Mogul's premium brands and products,” said Jay Burkhart, senior vice president, global aftermarket for Federal-Mogul.