The last time FRAM made meaningful ads I was still in pull-ups. We wanted to harness the spirit of this historic brand while bringing it into the modern era. We created Frampa, a wise and stoic figure who could guide new customers to the brand.
FRESHBREEZE AIR FILTER
The FRAM fun didn't stop with Frampa. They also have a line of cabin air filters which they target towards moms of kids with allergies. This required it's own campaign and significant tonal shift.