Autolite HT

Naming, Brand Identity, Package Design, Collateral

Before

Introduced to auto parts stores and car dealers nationwide as the replacement plug for the new Mustang

Situation

Autolite created a new, technologically advanced plug for the new Ford Mustang engine.

Solution

LW created the strategy for the plug that focused on building a quality brand impression for Autolite and Revolution HT within the Ford Mustang community.

LW named and created brand identity for product which would be sold at parts counters.

Autolite XP

Naming, Brand Identity, Package Design, Collateral

Before

Becoming the quality value brand for Iridium plugs

Situation

Autolite developed the NEW Iridium plug to compete against the premium Bosch & NGK plugs at a value price.

Solution

LW developed high impact branding and packaging strategy for highly competitive segment, with predominantly male buyers.

“XP Performance” name elevated the brand above competitors.

Package design provided strong brand heritage and highlighted NASCAR endorsement.

Brief package copy detailed performance benefits in concise, compelling language.