SOUTHFIELD, Mich.— Federal-Mogul Motorparts is broadening its Champion brand — known for 110-plus years almost exclusively for spark plugs — into filters, batteries, wipers and lighting.
Champion is rolling out a complete portfolio of light maintenance products, solidifying its place as a full-service source of high-quality products for cars, boats, mowers, motorcycles, go-karts, golf carts, chain saws, lawn mowers, etc., Michael Proud, vice president, marketing, Americas, Federal-Mogul Motorparts, said.
To promote the move, Federal-Mogul is rolling out a national ad campaign, "There's a Champion in Here," designed to reconnect consumers with the brand and its expanded range of products.
"Champion is a brand for everyone, and the (new) campaign is designed to ignite the will to win and celebrate the Champion in all of us," Michael Proud, vice president, marketing, Americas, Federal-Mogul Motorparts, said. "The campaign will feature an all-new commercial which highlights those winning moments of excitement people have when enjoying their cars and machines."
The campaign continues through July consisting of television, online radio, digital, social media, out-of-home units such as wallscapes and bus wraps, as well as at more than 200 cinemas across the county prior to the screening of "Avengers 3: Infinity War."