New National Advertising Campaign Reintroduces Original Pep Boys -- Manny, Moe & Jack; New Campaign Highlights Products, Services and Expertise, and Takes Pep Boys Back to its Roots
PHILADELPHIA--April 3, 2002--The Pep Boys -- Manny, Moe & Jack , the nation's leading automotive aftermarket retail and service chain, today announced plans for a new national advertising campaign designed to position Pep Boys as the ultimate destination for car improvement.The new, "We're Car People" campaign, will work to strengthen the Pep Boys brand in the $126 billion automotive aftermarket and reintroduce consumers to the three men who founded the company in 1921 -- Emmanuel Rosenfeld, Maurice Strauss and W. Graham Jackson. Better known as Manny, Moe & Jack, their beloved caricatures are among the strongest brand symbols in America.
New 30-second television and 60-second radio spots will allow Pep Boys to communicate essential retail messages while leveraging a unique brand identity through the use of the charismatic Manny, Moe & Jack brand symbols.
"Many motorists have come to trust the Pep Boys brand over the past 81 years. While we're known for helping people get the most out of their cars, that reputation and the passion we have for cars was instilled by our founders," said Jeff Palmer, Pep Boys Senior Vice President of Marketing and Advertising.
"Our new ad campaign will not only help reacquaint consumers with Manny, Moe & Jack, but remind them of Pep Boys' broad appeal in that we offer automotive parts, accessories, tires and repair and maintenance services all under one roof, seven days a week nationwide."
The Richards Group of Dallas, Texas, developed this innovative campaign, which is aimed at entertaining and informing "Do-it-yourself," "Do-it-for-me" and tire consumers.
We're Car People -- Campaign Elements
Pep Boys national advertising campaign begins with its first creative television spot airing this week on top national cable networks, including ESPN, FOX Sports Network and USA Network, among others. Radio network spots will air on top networks including ABC, Premiere and Westwood One, as well as in select top local markets.
The television spot entitled, "Dream" features animated Manny, Moe & Jack caricatures in an unexpected "slice of life" situation, with radio following the same format.
In addition, Grupo Gallegos, an affiliate of the Richards Group, specializing in communications to the Hispanic market, has developed integrated communication strategies for key markets in the U.S. and Puerto Rico. Spanish language advertising will run concurrently.
About Pep Boys
Pep Boys has 628 stores and over 6,500 service bays in 36 states and Puerto Rico. Along with its vehicle repair and maintenance capabilities, the company also serves the commercial auto parts delivery market and is one of the leading sellers of replacement tires in the United States. Customers can find the nearest location by calling 800/PEP-BOYS or by visiting pepboys.com.