McCann-Erickson's first work for new client Prestone is set for fall, part of an integrated program expected to tie together the company's TV, print and point-of-purchase efforts.
McCann won the $10 million business last week after a two-month review. Other finalists were Arnold Worldwide, Boston, and Moss/Dragotti, New York. Grey Advertising, also in New York, was the incumbent but did not participate in the review.
Arnold is the lead agency for Fram, Autolite and Holts, other products in parent company Honeywell International's consumer products group.
The win for McCann includes media buying and planning, said Garry Neel, executive vice president and managing director of the agency's Troy, Mich., office. Mc-Cann's promotions arm, Momentum, will contribute ideas, he added.
Creative presented during the review will be used and is likely to hit in the fall, the beginning of the season for do-it-yourself antifreeze changing, Neel said. The campaign will include a tagline, which Prestone currently doesn't employ.
Prestone has 40 percent of the antifreeze market, Neel said, and maintaining volume and increasing share will be the goal of the advertising. "This is a brand with a lot of equity; it's not a brand in distress," he said.
However, attracting new consumers to the group who already change their own antifreeze is probably an impossible task, Neel said. "Our concentration will be the core group of do-it-yourselfers who look at changing their antifreeze as a fall ritual."
Prestone has a sponsorship relationship with the NFL, so TV spots are a natural, though fall media plans have not been finalized, Neel said.
The creative that McCann presented is expected to help Prestone stand out in an increasingly competitive segment, said Brian Holliday, Prestone's vice president of marketing.