The NAPA GUY, the friendly, unique, recurring and catchy language, the “It’s true” signature, all distinctive brand assets that contribute to making NAPA AUTOPRO the preferred brand of 53% of Canadians in the category. And, among those who have seen the latest advertising campaign, this rate rises to 63%, even surpassing Canadian Tire. Beyond preference, 95% of Canadians say they trust the brand.
For 7 years now, the NAPA Guy campaign has been making a name for itself during the broadcast of the National Hockey League games. In an age where we consume and discard quickly, particularly in communication, this consistency feels good.
What’s even better: being backed by studies that show that campaigns that rely on original creative that lasts over time have a multiplier impact on companies’ business results. It’s true.
Featured on television, poster advertising and social media, the “It’s true” tagline serves to showcase the expertise of the technicians, the privileged access to NAPA auto parts, as well as the important role a NAPA AUTOPRO service centre plays within its community.
It’s true there are more than 600 NAPA AUTOPRO service centres in Canada. It’s also true that most of them are privately owned and operated. Each owner brings his own expertise, culture and approach to his business. The one thing they all have in common: a true passion for automotive mechanics, and a desire to build true relationships with their customers. That’s why we believe that, when it comes to NAPA AUTOPRO, “it’s true”.
