Prestone breaks new campaign
By Derek Winkler
Performance Fluid Experts Group has begun a new campaign for its Prestone line of automotive coolant products. The campaign, developed by Publicis Montreal, is called “The Future Runs on Prestone.” It is intended to reposition the brand to appeal to a younger generation of drivers. The digital campaign focuses on social media content and influencer activities. It will begin in the US and expand into Canada next year. Media work is being conducted by Labelium.
“Reimagining a legacy like Prestone’s means respecting its heritage while propelling it into the future,” said Audrey Dignard, vice-president and client lead at Publicis Montreal. “Our collaboration focused on redefining how progress is expressed, translating nearly a century of innovation excellence into a modern, emotionally resonant brand that moves with people as much as it moves engines.”