Prestone Antifreeze

Prestone was once the dominant category leader with five times as much awareness as Peak (the number two brand). But by the time we were hired, Peak had outspent, outhustled, and outdiscounted Prestone for five straight years – and Prestone’s dominance was weakening. Despite the recent market losses, we chose to respond as a leader. We projected a winner’s attitude by making our newly designed bottle the hero of all our efforts, staving off Peak through sheer confidence and color.