Advance Auto Parts

Advance Auto Parts was ranked a distant fourth in the highly competitive auto parts market, behind O’Reilly, NAPA, and AutoZone. The company’s biggest hurdle was brand recognition: Consumers regularly confused the brand with its rivals, particularly AutoZone. To combat this, we leveraged “Advance” as an active, in-the-know prescription for automotive health. And quickly displaced AutoZone to occupy the number three spot in the category.