Fram
Package Design, Merchandising
Before
Strong, simpler graphics created greater impact on shelf for iconic brand
Situation
Category leader faced increasingly stiff competition in category.
Solution
LW’s strategy visually reinforced 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 targeted primary “dusty conditions” drivers – avid off-roaders and job site drivers.