Autolite
Elevating Performance-Driven Quality Brands
Naming, Brand Identity, Package Design, Collateral
Challenge
Great Stuff, the leading brand in polyurethane sealants, faced aggressive competition in the DIY market. It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.
Solution
LW created a communication strategy to establish that Great Stuff is the top choice for superior project performance. Clearly differentiated eight project-specific formulations, making it easier for DIYers to find the right product. The logo was rotated for stronger brand recognition and to maximize space. The packaging highlighted the new “No Drip Tip,” addressing a key consumer concern. Eye-catching display structures and graphics were designed to create a strong impact at the point of sale.
Autolite introduced advanced spark plug technology for the new Ford Mustang, along with a performance Iridium line positioned against premium competitors like Bosch and NGK—at a more accessible price point. The challenge was to establish credibility in a performance-driven category while overcoming value-based perceptions.
LW developed a focused brand and packaging strategy to elevate Autolite’s position within a highly competitive performance segment.
The brand was shaped to convey quality and credibility, with targeted positioning around the Ford Mustang community to build relevance and trust among performance-driven consumers.
The introduction of the “XP Performance” naming and visual system elevated perceived performance, while packaging reinforced brand heritage and leveraged NASCAR endorsement to strengthen authority and differentiation at shelf.
