Advance Auto rebrands itself

ROANOKE, Va. Advance Auto Parts has launched a new branding campaign titled “Keep the Wheels Turning,” which debuted on Feb. 3 with television and radio commercials. The company said the campaign will also include outdoor, print and online media.

According to Advance, the campaign targets both DIY and commercial customers, by ensuring DIY customers that Advance is the right place for their parts needs and informing commercial customers that Advance can help them build their business.  

“In recent months Advance has worked hard to define what matters most to our customers,” said Darren Jackson, president and ceo. “‘Keep the Wheels Turning’ is about more than just advertising. It is a new brand vision that signals a revitalization of our promise to serve our customers by providing the brand names they want, the best selection of parts, and the most knowledgeable team members in the industry to help them get the job done."

Advance is working with Dallas-based, The Richards Group on its new brand and creative development.