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

Mansfield, England, January 14, 2011 –Luber-finer, a leading brand in heavy-duty filtration since 1936, is rolling out a new marketing campaign that includes a progressive new logo, tagline, advertisement program, promotions, website and sales tools. The new tagline – “Built To Do More” – expresses Luber-finer’s core value proposition of going the extra mile for its distributors and customers.

“This is a very exciting time for the Luber-finer® brand and for expected growth throughout the European market,” explains Paul Lyons, Director & General Manager for Champion Laboratories (Europe) Ltd, manufacturer of the Luber-finer® brand. “We achieve the highest level of personalized customer care coupled with world-class engineering, manufacturing and logistics expertise in our traditional markets and we are clearly focused on emulating this in Europe. Our abilities enable us to build high-quality filters with the highest response and fill rates in the industry. We will utilize the existing facilities within Champion UK and France together with our sister company Airtex in Zaragoza to ensure we are able to achieve our goals. As a result…we’re literally built to do more for our customers than any other.”

The new Luber-finer® campaign will roll out throughout Europe in the 1st quarter of 2011. The new logo, tagline and other marketing support materials 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 for roughly 75 years. 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 Darren Wight