HERCULINER Launches National Television and Print Ad Campaign; Free SplitFire Plug-Set With Purchase Promotion Sparking Up Sales of the Original Brush-On Bed Liner Kit

    NORTHBROOK, Ill.--(BW AutomotiveWire)--April 12, 2001-- HERCULINER(TM), the first Do-It-Yourself brush-on bed liner kit, reports excellent response to its first national television and print promotional campaign. The campaign is scheduled to run through July 7, 2001, and airs on ABC, ESPN, ESPN2, Fox Sports, and TNN. Print ads in popular specialty publications such as 4Wheel & Off-Road, Popular Mechanics, Four Wheeler, Hot Rod, Progressive Farmer, and more, will add intensity to the televised schedule and help reach truck owners and outdoor enthusiasts, HERCULINER's largest demographic segment. In addition, the HERCULINER/SplitFire(TM) give-away promotion is reinforced with sponsorships in the Professional Bull Riding Association, Bassmaster Classic and F.L.W. Tournaments, TRUXPO Truck Tour, and NHRA Pro Stock drag racing. The combined effect of print advertising, televised advertising and event sponsorship is expected to generate approximately 350 million impressions.
    "Early reports have confirmed our confidence in our first-ever consumer promotion," said Jeff Stauffer, Sr. Vice President Marketing, Old World Industries. "We haven't even hit stride with our intense advertising schedule and we're already exceeding our initial projections."
    "This is truly an exciting opportunity for our retailers and their customers," said Lynn Repak, HERCULINER brand manager. "When a customer buys HERCULINER, they're getting an outstanding product, one with a 98% customer satisfaction rating and, for a limited time, the buyer automatically qualifies for a free set of patented SplitFire(TM) sparkplugs, up to a $32 value. It's a great way to build relationships and retain customers."
    HERCULINER(TM) is a brand of Old World Industries, a privately held company with world headquarters in Northbrook, IL. Old World markets and sells automotive parts and chemical products in more than 50 countries. The company's brands include PEAK(R) Antifreeze; PEAK Performance Chemical Products; SIERRA(R), the safer antifreeze; HERCULINER(TM) Brush-On Bed Liner Kits; SmartBlade(TM) Premium Wiper Blades; SplitFire(R) Spark Plugs and DUAL-MAG Ignition Wire Sets for automobiles, trucks and motorcycles.

    Editor's note: Product photography images available in most formats.