Auto Service World
News   April 3, 2002   by Auto Service World

U.S. News: Pep Boys Launches Feel Good Marketing

Pep Boys, a U.S. service and parts chain with more than 600 locations, is launching a consumer advertising campaign featuring its founders.
Emmanuel Rosenfeld, Maurice Strauss and W. Graham Jackson, who became known as "The Pep Boys"— Manny, Moe & Jack–, founded the company in 1921 and will serve as the centerpiece of an advertising campaign designed to position Pep Boys as the ultimate destination for car improvement.
The new, “We’re Car People” campaign, will work to strengthen the Pep Boys brand in the $126 billion U.S. automotive aftermarket, says the company.
New 30-second television and 60-second radio spots will allow Pep Boys to communicate essential retail messages while leveraging a unique brand identity through the use of the charismatic Manny, Moe & Jack brand symbols.
“Many motorists have come to trust the Pep Boys brand over the past 81 years. While we’re known for helping people get the most out of their cars, that reputation and the passion we have for cars was instilled by our founders,” said Jeff Palmer, Pep Boys senior vice president of marketing and advertising.
“Our new ad campaign will not only help reacquaint consumers with Manny, Moe & Jack, but remind them of Pep Boys’ broad appeal in that we offer automotive parts, accessories, tires and repair and maintenance services all under one roof, seven days a week nationwide.”
The Richards Group of Dallas, Texas, developed this innovative campaign, which is aimed at entertaining and informing “Do-it-yourself,” “Do-it-for-me” and tire consumers.
Pep Boys national advertising campaign begins with its first creative television spot airing this week on top U.S. national cable networks, including ESPN, FOX Sports Network and USA Network, among others. Radio network spots will air on top networks including ABC, Premiere and Westwood One, as well as in select top local markets.
The television spot entitled, “Dream” features animated Manny, Moe & Jack caricatures in an unexpected “slice of life” situation, with radio following the same format.
In addition, Grupo Gallegos, an affiliate of the Richards Group, specializing in communications to the Hispanic market, has developed integrated communication strategies for key markets in the U.S. and Puerto Rico. Spanish language advertising will run concurrently.

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