For the Champion brand to extend its winning heritage in spark plugs to new product lines including filters, wiper blades, lights and batteries, it needed a PUSH. By amplifying the truth and soul of the brand, we imbued the new product range with a purpose that only this storied brand could own. This was brought to life with an unrelenting campaign theme: There’s a Champion in here.
We signaled this pivotal moment for the brand by evolving its identity. We were faithful to the brand’s iconic red and black graphics and ensured they retained their prominence. At the same time, we introduced subtle, complementary colors and typography that enabled product lines to stand apart. This was further enhanced with hand-drawn illustrations by renowned hot rod artist Chris Cooper or “Coop.” We engaged him to create timeless artwork for each of the new products.
For more than 100 years, Champion spark plugs have powered wins in nearly all forms of motorsports. For the launch of the new product line, we helped the brand put the full range of parts to the test in a race that demanded total performance. From wipers, to lights, to filters, to spark plugs and even the battery, Formula Drift Champion Chris Forsberg put the new product line through its paces with the Racing4Detroit rally car in the Americas Rallycross Series Championship.
Since 1907, Champion has been a results-driven brand. With the right PUSH, we helped them extend their winning reputation with everything including neo-vintage package designs, anthemic content and unbeatable brand behaviors. Now more than ever, Champion ignites the will to win in everyone and every machine the brand supports.
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