Luber-finer® Introduces Progressive New Brand Image and Marketing Campaign

Albion, IL, August 12, 2010 – Luber-finer, a Champion Laboratories brand and a global leader in heavy-duty filtration since 1936, announced today that it is rolling out a new marketing campaign that includes a progressive new logo, tagline, advertising program, promotions, website, packaging and sales tools. The new tagline – “Built To Do More” – expresses the company’s core value proposition of going the extra mile for its distributors and customers.

“At Champion, going the extra mile for our customers is part of our corporate DNA,” explains John Casanova, Vice President Sales & Marketing for Champion Laboratories. “We offer the highest level of personalized customer care coupled with world-class engineering, manufacturing and logistics expertise. This enables us to build high-quality filters with the highest response and fill rates in the industry. As a result…we’re literally built to do more for our customers than any other.”

The new Luber-finer campaign will roll out in the 3rd quarter of 2010. The new logo, tagline, packaging and other marketing support will be displayed in locations where all Luber-finer® products are sold.

Luber-finer® has been a global leader in heavy-duty trucking, construction equipment, mining, oil and gas, marine, farm machinery and industrial engine filtration since 1936.

Today, high-quality Luber-finer® lube, fuel, air, coolant, hydraulic, and cabin air filters are available for automotive, high-performance, light and medium commercial, heavy-duty, agriculture, construction, mining and marine applications.

For more information on Luber-finer® products, please go to www.luberfiner.com.

Champion Laboratories, Inc., is a quality and technology leader and one of the world’s largest manufacturers of filters and filtration products and related services to the automotive, retail, on-highway and off-highway fleet, heavy-duty and petroleum dispensing industries. Champion Laboratories, Inc., has been a trusted name in filters since 1955, providing high-efficiency performance in the most demanding work environments. For more information on the company or its products, please visit www.champlabs.com.

posted by Averi Goodman