Auto Service World
News   January 16, 2013   by CARS Magazine

New Anco ad campaign to reach millions of consumers

Aggressive TV, digital and print program during prime wiper selling season will be supported by consumer rebate and sweepstakes offer.

Federal-Mogul says its Anco wipers brand is connecting with millions of consumers during the prime wiper selling season through a far-reaching television, digital and print advertising campaign.

The large-scale campaign bills Anco as “The Clearest Choice in Wiper Blades,” and will  include eight weeks of aggressive prime-time television advertising, as well as extensive print and digital ads that together will generate nearly 300 million brand impressions among consumers ages 25-54.

The 30-second television ads – appearing on CNN, ESPN and ESPN2, HGTV, TBS, The Weather Channel, TNT, and other leading networks – reminds consumers that they can improve their driving experience, regardless of the type of car they drive, by installing new Anco wipers.

“We want Anco to be the number one choice of every consumer who is considering a wiper purchase this season,” said Michael Proud, director of marketing, North America, Federal-Mogul. “As one of the industry’s best-known and most trusted brands, Anco enjoys a strong connection with consumers who understand the importance and value of replacing worn wipers. This campaign will help make Anco retailers the clearest choice for the millions of consumers who want to enhance their driving visibility and safety.”

The campaign will be supported by an aggressive consumer rebate and sweepstakes offer to help ANCO retailers maximize sales throughout the selling season.

Federal-Mogul Corporation is a leading global supplier of products and services to the world’s manufacturers and servicers of vehicles and equipment in the automotive, light, medium and heavy-duty commercial, marine, rail, aerospace, power generation and industrial markets. The company’s products and services enable improved fuel economy, reduced emissions and enhanced vehicle safety.

Federal-Mogul’s aftermarket brands include Anco wiper blades; Champion spark plugs, wipers and filters; AE, Fel-Pro, FP Diesel Goetze, Glyco, Nüral, Payen, and Sealed Power engine products; Moog steering and suspension parts; and Ferodo, and Wagner brake products.

Federal-Mogul was founded in Detroit in 1899. The company employs 45,000 people in 34 countries, and its worldwide headquarters is in Southfield, Mich.