Meineke Car Care Center has a new brand platform that focuses on choices and a snappy campaign theme of “Life Doesn’t Always Give You Options. Meineke Does.” The integrated marketing repositioning includes a new national advertising campaign, franchisee communications, employee training and engagement, and point-of-sale materials at its 900-plus locations, nationwide.

According to Meineke Director of Marketing John Vitagliano, the Charlotte, NC-based automotive service franchise is providing customers the ability to choose between basic, preferred and performance service, a service menu that is not only consumer centric, but is unusual in the automotive service category where choices are rare.

“Today’s consumer demands control and our new brand platform provides it. Every situation is different and every customer’s attitude toward the investment they wish to make to restore their auto back into good condition is different. Meineke is providing consumers the ability to get exactly what they want at our service centers,” Vitagliano said.

The advertising depicts real life examples where people unexpectedly get to make a choice. While tongue-in-cheek, the spots poignantly drive home the fact that at Meineke, the consumer gets to make the choice and no matter what choice the consumer chooses, Meineke will take care of them.

Ten, 15 and 30 second versions of six different television spots have been created and produced by Meineke advertising agency Stone Ward of Little Rock, AR.

The campaign is evident in Meineke Car Care Centers where ceiling danglers, posters and banners communicate the new brand platform to customers.

And at some Meineke service centers, customers even get to choose the type coffee they want.

Is that taking it too far?

Vitagliano thinks not and said, “We are seeking big and small ways to connect with consumers.”