I. TV Advertising:

DuPont/Teflon Car Care: “Trunk Crew”

DuPont/Teflon Car Care: “Trunk Crew” :30 – 2003. This spot featured 4-time NASCAR Champion Jeff Gordon in support of the launch of DuPont/Teflon Car Care products. Unique selling propostion: Dirt and Mud have a hard time sticking on your vehicle with the Miracle of Science – DuPont/Teflon.

DuPont/Teflon Car Care: “The Lab”

DuPont/Teflon Car Care: “The Lab” :30 – 2005. This spot featured DuPont scientists testing alternative formulas in the pursuit of keeping a shine on the vehicle and everything else off. Unique selling proposition: Dirt and Mud have a hard time sticking with the Miracle of Science – DuPont/Teflon.

II. Print Advertising/Promotions:

DuPont Car Care Challenge – Free DuPont Car Care mail-in rebate – 2005. Send in cash register receipt and get a full refund of the purchase price of any DuPont Car Care product. Unique selling proposition: You don’t have to protect your car the old way, protect it with DuPont Car Care products risk free.

DuPont Car Care – Buy 2 products, get 1 free mail-in rebate – 2004/5. Send in cash register receipt for any two DuPont Car Care products and get a full refund of the purchase price of any one DuPont Car Care product. Unique selling proposition: Encourage multiple category sales of DuPont Car Care products.

DuPont Car Care $4.00 off mail-in rebate – 2003/4. Send in cash register receipt and get up to $4.00 off any DuPont Car Care product. Unique selling proposition: Incent trial of new DuPont Car Care products.

DuPont Car Care Race To Great Finish Sweepstakes – 2004. Win the ultimate race weekend at the Coca-Cola 600 at Charlotte Motor Speedway and meet 4 time NASCAR champion – Jeff Gordon – IN PERSON. Unique selling proposition: Leverage DuPont Car Care sales among NASCAR race fans through DuPont Motorsports sponsorship of the 24 car/Jeff Gordon.

DuPont Car Care Product Sampling Kiosk. This Kiosk handed out free DuPont Car Care samples at various NASCAR race events throughout the season. Unique selling proposition: Incent DuPont Car Care trial among users of appearance chemical products.

DuPont Car Care.com website. This site had specific product information for all DuPont Car Care products; showcased product advertising; included several promotional events and had links to the DuPont Motorsports/24 car/Jeff Gordon websites.

Monroe Brakes – Outdoor Billboard Creative – 2006. This challenged consumers to think about their brakes – are they stopping as good as they used to? Unique selling proposition: Monroe Brakes is the total solution brake pad…everything you need in the box to do the job right the first time.

Monroe Brakes – $25 Consumer Rebate and Collaterial Materials – 2006. Monroe was the first brake competitor to offer a consumer driven promotion ($25 rebate) at the point of sale to help installers close the sale. Collateral material hung in the installer’s customer waiting rooms.

Monroebrakes.com website. This site had specific product information for Monroe brake products – including catalog application information for vehicles. In addition, the site included a dealer locator feature and installation technical support.

Marketing Strategies Examples – Car Care / Automotive Products

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