NAPA Auto Parts, once a top 20 radio advertiser, has pulled back on its airwaves presence during the past five years, as competitors AutoZone and O’Reilly Auto Parts have ratcheted up their ad spending. Now the nearly 100-year-old company is launching a new brand campaign, platform and tagline that includes radio in the media mix.
NAPA says its new “Get Up & Go” campaign will propel nostalgia for the auto parts retailer and car culture into the modern day while positioning the brand as a way to keep drivers moving on the road today and into the future.
The shift in marketing strategy comes after NAPA, in early 2022, brought on three new agencies to help focus on the future of its business. They include The Variable as creative and strategic agency; Golin, as its first PR agency; and Merkle, as customer relationship marketing agency.
In addition to radio, NAPA ads will be running on broadcast and connected TV, digital video, paid social, and in print.
NAPA’s previous marketing centered around Know-How. “But as times changed and technology improved it became less and less differentiating,” said Joe Parrish, Partner and Chief Creative Officer at The Variable. “The opportunity moving forward is to connect NAPA to the unrivalled passion Americans have for their cars and to let them know that NAPA has the largest network of parts and care to keep their passions moving. We're on the side of people who want to get up and go."
NAPA Auto Parts ranked as radio’s No. 19 advertiser in 2017 based on spot volume, according to Media Monitors. It slipped to No. 33 in 2018. By 2021, NAPA had tumbled to No. 69 and the brand didn’t place in the top 100 for the first half of 2022. Meanwhile, AutoZone was radio’s 12th largest account in the first half with O’Reilly Auto Parts at No. 32.
“The world is changing at breakneck speed and the NAPA brand is boldly transforming to keep people on the road now, and into the future,” said Marti Walsh, NAPA VP of Marketing. “This new campaign will help tell the story of how we’re evolving our nearly 100-year-old brand.”