Fram has been a part of car culture in America for 80 years. They love cars and the people who love to work on them. We wanted to showcase that passion and knowledge along different touch points where car lovers and DIY'ers live.
In advertising our campaign Garage Wisdom capitalized on Fram's status as a category leader. Garage Wisdom is the kind of DIY knowledge passed down from generation to generation and friend to friend. It's shared in millions of garages every single day and Fram is right at home in the conversation.
We also used Fram's presence at automotive events such as the Street Machine Nationals and Lucas Oil motocross races with engagements such as the Name That Ride and Fram Air yo engage fans in a fun way and enhance their relationship with the Fram brand.