Engineering an effective new brand concept for Prestone

The problem...

Car care giant, Holt Lloyd International wanted to evolve their Prestone brand including its logo, strapline and advertising concept. They tasked us to maintain the existing high performance view of their brand, differentiating it from lower specification competitors in the automotive sector.

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How we solved it...

We shaped the brand concept around Prestone’s engineered technology. All products are tested to extremes in the lab, so it’s guaranteed to perform well in real-life scenarios. 

Their state of the art research and development facility in Danbury, Connecticut continues to ensure that Prestone remains at the cutting edge of automotive technology – which is why the brand promise is ‘Pioneers in the extreme’.

Using our BE.BRAND model we identified that Prestone have a number of strong brand shortcuts which can be leveraged to drive people towards their products. These shortcuts being the shape of bottle bottle, yellow colour of liquid and performance tone of voice.

Moving the brand forward we could use this shortcuts to showcase the trustworthiness and performance of the products.

Creative Outcome...

We evolved the brand’s consumer strapline to become ‘Excels in Extremes’, making it more motivating and directly beneficial to shoppers. The brand campaign strengthens the message and leverages their iconic coolant/antifreeze bottle shape to show the juxtaposition between the extreme testing and real world use.

The new brand concept rolled out across brand guidelines, packaging design, press advertising and POS.


Greater shelf standout from high-performance cues.

Sales and brand recognition have both grown by double-digit figures.

"Sales and brand recognition have both grown by double-digit figures."