SOUTHFIELD, Mich., June 6, 2017 /PRNewswire/ -- Federal-Mogul Motorparts' expanded Champion® brand product family – with award-winning new packaging – is rapidly earning a spot on automotive enthusiasts' must-have list. The expanded Champion product line was recently introduced in major Southern California markets as part of a national campaign. The all-new Champion product range includes easy-to-install wipers, lighting, filters, plugs and batteries.
In addition to expanding the Champion product line, Federal-Mogul Motorparts designed Champion's packaging to place the heart of the brand figuratively and literally on its sleeve. The new packaging, created in partnership with INNOCEAN Worldwide, is a modern representation of Champion's storied heritage. Champion tapped Los Angeles-based artist Chris "Coop" Cooper, a renowned '50s style hot rod artist, and his Kustom Kulture aesthetic to design bold new packaging to build a bridge between the brand's past and present.
The authenticity of the Champion brand and its new look recently earned several accolades, including a local Gold ADDY award from the American Advertising Federation (AAF) of Orange County (Calif.); a regional Silver ADDY award from the AAF; and three Bronze ANDY awards from the Advertising Club of New York for its bold product packaging designs.
"We are thrilled with the market's reception to the 'new' Champion, which is one of the automotive industry's most recognized and trusted brands," said Laura Soave, senior vice president and chief marketing and communications officer, Federal-Mogul Motorparts. "The Champion 'bow tie' remains a mark of excellence for technicians, racers and consumers worldwide. As we modernized the look for the Champion brand, we wanted to retain its authenticity and strong heritage. Coop's hand drawn illustrations on our packaging do just that while unifying the Champion brand across all of our product categories."
"This is a rebirth of an American icon. To prove that, the packaging had to be retro and progressive, while at the same time stand out from everything else in the sea of parts packaging," added Eric Springer, Chief Creative Officer, INNOCEAN.
Federal-Mogul Motorparts initially introduced the new Champion line in Southern California and is in the process of extending the Champion brand's reach through a nationwide product rollout. Champion is also preparing to launch an exciting new online gear store that enables Champion/motorsports enthusiasts to further connect with one of the most iconic brands in the automotive aftermarket.
To learn more about Champion, please visit www.championautoparts.com. Follow the brand on Facebook at www.facebook.com/ChampionParts, Twitter (@ChampionParts), and Instagram (www.instagram.com/ChampionParts).
About the ADDY Awards
Conducted annually, the ADDY Awards are the advertising industry's largest and most representative competition, attracting more than 40,000 entries every year in local American Advertising Federation Club (Ad Club) competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising. A Silver ADDY award recognizes outstanding entries, while a Gold ADDY is recognition of the highest level of creative excellence, superior to all other entries in the category.
About the ANDY Awards
Founded in 1964, the ANDYs honor global creativity in advertising, and recognize the contributions of individuals and companies who continually innovate, experiment and inspire with novel approaches to communication. Judged by a hand-selected jury of globally renowned creative leaders, awards are given to both single entries and campaign executions, distinguished by product, service or technique category. ANDY Award winners are eligible to compete for the ANDY's highest honor, the GRANDY.
Federal-Mogul LLC is a leading global supplier of products and services to the world's manufacturers and servicers of vehicles and equipment in the automotive, light, medium and heavy-duty commercial, marine, rail, aerospace, power generation and industrial markets. The company's products and services enable improved fuel economy, reduced emissions and enhanced vehicle safety.
Federal-Mogul operates two independent business divisions, each with a chief executive officer reporting to Federal-Mogul's Board of Directors.
Federal-Mogul Motorparts sells and distributes a broad portfolio of products through more than 20 of the world's most recognized brands in the global vehicle aftermarket, while also serving original equipment vehicle manufacturers with products including braking, wipers and a range of chassis components. The company's aftermarket brands include ANCO® wipers; BERU®* ignition systems; Champion® lighting, spark plugs, wipers and filters; Interfil® filters; AE®, Fel-Pro®, FP Diesel®, Goetze®, Glyco®, Nüral®, Payen® and Sealed Power® engine products; MOOG® chassis components; and Ferodo®, Jurid® and Wagner® brake products and lighting.
Federal-Mogul Powertrain designs and manufactures original equipment powertrain components and systems protection products for automotive, heavy-duty, industrial and transport applications.
Federal-Mogul was founded in Detroit in 1899 and maintains its worldwide headquarters in Southfield, Michigan. The company employs nearly 53,000 in 24 countries. For more information, please visit www.FMMotorparts.com.
*BERU is a registered trademark of BorgWarner Ludwigsburg GmbH
Karen Shulhan (Federal-Mogul Motorparts) – 248.354.4383
Drew Shippy (Pinnacle Media) – 330.688.3500
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SOURCE Federal-Mogul Motorparts