Introduced to auto parts stores and car dealers nationwide as the replacement plug for the new Mustang
LW created the strategy for the plug that focused on building a quality brand impression for Autolite and Revolution HT within the Ford Mustang community.
LW named and created brand identity for product which would be sold at parts counters.
Becoming the quality value brand for Iridium plugs
Autolite developed the NEW Iridium plug to compete against the premium Bosch & NGK plugs at a value price.
LW developed high impact branding and packaging strategy for highly competitive segment, with predominantly male buyers.
“XP Performance” name elevated the brand above competitors.
Package design provided strong brand heritage and highlighted NASCAR endorsement.
Brief package copy detailed performance benefits in concise, compelling language.