Work
Meineke
Meine-Key
Meineke has been servicing America’s cars for over five decades, but brand awareness had been in decline and was looking to make a comeback. We were tasked to re-establish them as a trusted expert for total car care.
Trust comes from transparency, and what’s more transparent than an earnest Bavarian? We created an eager German spokesperson with an undying love for the Meineke brand. Why German? Because that allowed us to create a fun, interlingual device that turned the hard-to-remember Meineke brand name into its own ear worm.
The Challenge
- For over 50 years, Meineke has kept America moving. But with awareness slipping, they needed a bold comeback. We helped re-establish them as the go-to experts for total car care—trusted, reliable, and ready for the road ahead.
The Solution
- Research showed routine car care often sparks anxiety—so we built trust through radical transparency. Enter our enthusiastic Bavarian spokesperson: a lovable character with an unshakable passion for Meineke, turning the brand name itself into a catchy earworm.
