Prestone had been protecting engines since 1927 and had no social presence at all. The drivers it needed next were younger, digitally native, and largely unaware that coolant does anything, let alone that the brand doing it had been the category standard for nine decades. Heritage is worthless to someone who has never encountered it.
We built Defy, a creative platform about the extremes a vehicle survives rather than the chemistry that gets it there, led with a hero spot and scaled it across broadcast, a rebuilt website, paid social and influencer content. We launched the brand’s social channels from nothing, built for share of voice and a lifestyle register rather than product education, and ran an influencer campaign aimed squarely at women, the largest audience the brand had never managed to reach on its own.
Retail velocity lifted, the influencer program delivered growth in a market the brand had been unable to tap, and Prestone re-established category leadership while conquesting women and Millennials.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
Want this for
your company?
A conversation, not a pitch. Let's talk about your business goals and the best strategy to get you there.
Book a fit call