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    Prestone Goes Pro

    Anti-freeze company lines up the NFL for new marketing strategy to hit c-stores and other retail outets.

    Convenience store operators gearing up for the upcoming professional football season are getting a boost from a business used to giving motorists an extra charge.

    Prestone Products, the maker of antifreeze/coolant, has teamed with the National Football League (NFL) to provide retailers with a consumer promotion aimed at increasing brand awareness and lifting the in-store additive business.

    The new Prestone EZ Pour no-glug bottle will feature team-themed packaging, along with point-of-purchase material and major network television advertising to promote its new tag line, "It's Prestone Season."

    The program includes:
    * Bottles of the original yellow Prestone Antifreeze/Coolant with the NFL-themed packaging;
    * Bottles of the original yellow Prestone Antifreeze/Coolant with 31 individual team-specific designs;
    * A necktie sweepstakes entry available on bottles of original yellow Prestone Antifreeze/Coolant, as well as Prestone LowTox Antifreeze/Coolant and Prestone De-Icer Windshield Washer Fluid.

    Each pallet is accompanied by colorful point-of-purchase [POP] materials that feature details of the consumer promotion. Twenty-five big screen televisions, 500 gift certificates for $100 worth of NFL officially licensed merchandise and a trip for two to the next Super Bowl will be given away.

    "This program really lets us hone in on our core market ? the guy who likes sports, takes pride in fixing things and is good at it, and stays loyal to his buddies and his favorite teams. That's a Prestone kind of guy," said Brian Holliday, Prestone's marketing vice president.

    The company said the latest marketing strategy ties in the nation's most popular cold-weather sport with a product used primarily during the fall and winter. "With one of the largest fan bases ? more than 165 million ? and a selling season synonymous with football season, teaming up with the NFL is the best way for us to create excitement, generate awareness and grow our market. It's a perfect fit," Holliday said.

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