Fram

Package Design, Merchandising

Before

Strong, simpler graphics created greater impact on shelf for iconic brand

Situation
Category leader facing increasingly stiff competition in category.
Solution

LW strategy to visually reinforce competitive positioning with brightened and enhanced Fram Orange brand color.

Strengthened trilingual communications to broaden demographic reach.

Educated consumer to frequently replace filters.

Fram Tough Guard

Package Design, Merchandising

Before

Opened new retail channels and propelled sales

Situation

Client wanted greater shelf impact to boost truck market segment sales for high performance air and oil filters.

Solution

LW and Fram developed strong trade-up strategy.

More impactful Tough Guard branding and bold visual attitude.

Action “wheels up” artwork targets primary avid off-roaders and job site dirt drivers.