FRAM Filters

Automotive companies have spent billions of dollars convincing consumers that the choice of oil they put in their cars matters. But filters? Consumers perceive that those are all the same – which, of course, is not true. Our challenge was to find a way to differentiate FRAM. Once we took a trip to FRAM’s testing lab and found out what FRAM filters are put through, our positioning and promise were obvious: With FRAM, you won’t fail your engine.