Meineke Giving Customers Choices and More Control

Meineke Giving Customers Choices and More Control

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.

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.”

You May Also Like

BendPak Founder Don Henthorn Passes Away

Grew company from small machine shop to global leader in car lifts and garage equipment.

Don Henthorn, owner and founder of BendPak Inc., peacefully passed away at home Thursday, March 28, at the age of 85. Under his leadership, BendPak has grown from a small machine shop to one of the world’s leading manufacturers of car lifts and automotive service equipment.

Management and operations of the privately owned company are unchanged. 

ASE Practice Tests Available Online

You can get a good idea of what to expect by adding the official ASE practice tests to their study plans.

AACF Celebrates 65 Years Serving the Aftermarket

AACF will be announcing more details about this commemorative fundraiser April 1st.

Auto Care Association Launches REPAIR Act Video

The goal is to emphasize the need for federal REPAIR Act legislation, according to the Auto Care Association.

Valvoline Celebrates Female Service Center Employees

Valvoline is launching a social media campaign led by its female experts who are sharing automotive preventive maintenance tips to promote accessible vehicle care for all.

Other Posts

ASE Education Foundation, Goodguys Continue Partnership

Goodguys is one of many industry relationships the foundation has developed to help solve the technician shortage.

BorgWarner Announces Plan to Reduce Supply Chain Emissions

A partnership with Manufacture 2030 will support BorgWarner in reaching its Scope 3 emissions reduction goal.

Mevotech Releases 237 New Chassis, Control Arm, Wheel End Parts

The release boosts coverage for domestic and import passenger vehicles, pickup trucks, SUVs and EVs up to model year 2023.

MEMA Celebrates 120th Anniversary

MEMA said the milestone “underscores the association’s enduring legacy and its pivotal role in advancing the future of mobility and the interests of vehicle suppliers.”