Meineke is latest brand to flatter its "smart" customers

09/10/2013 | New York Times (tiered subscription model), The

Ads for Meineke Car Care Centers from California agency Pitch are pouncing on the trend of flattering consumers by calling their value-conscious ways "smart." The Meineke campaign, budgeted at $10 million, positions the company as a proactive maintenance partner instead of an emergency car care center. It uses a "Drive a little smarter" theme, adds a light bulb to the company's logo and features quips such as: "Transmissions cost an arm and a leg. Transmission fluid costs like a finger, or something."

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New York Times (tiered subscription model), The

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