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Meineke Begins National Brand Overhaul

Meineke Car Care Centers and Pitch, Meineke’s advertising agency of record, have launched a new campaign for the chain — a brand repositioning featuring YouTube star Robby Novak, a.k.a. “Kid President,” as the Meineke, the “Kid Mechanic.” The “Drive A Little Smarter” campaign is supported by television, outdoor and digital ads intended to take the mystery out of car care by presenting it in a fun and understandable way. It also includes such elements as improved online and mobile scheduling.

“This is much more than a new advertising campaign for us. We’re out to create an elevated service model and a new generation of educated, self-confident, empowered customers,” said Jason Moskal, Meineke’s senior vice president and chief marketing officer. “We want to enable them to make smarter decisions by offering personalized long-term solutions that will help them keep their cars in an optimal state rather than focusing on maintenance problems.”

Moskal explained that, through  consumer research, Meineke learned that its customers want to understand the fundamentals in automobile maintenance … what things cost and why. “This insight quickly became the driving force behind our decision to completely change the way we do business, beginning with a company-wide overhaul of how we communicate to our customers,” he said.

Click here to view elements of this new campaign.

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