MAACO® Reveals Brand "MAACOVER™" With A Fresh Marketing And Social-Centric
Forty-Year-Old Brand Does 180 Degree Turn by Reigniting America's Great Love
Affair with Cars
CHARLOTTE, N.C., April 15, 2013
CHARLOTTE, N.C., April 15, 2013 /PRNewswire/ -- MAACO®, part of the Driven
Brands family of automotive brands, today announced the launch of a completely
new image and branding campaign. The new image work is designed to reinvent
the consumer relationship by adding the positive, emotional benefits of car
ownership through the essence of transformation -- the "MAACOVER" -- to the
brand's strong value proposition. While rebranding efforts contain
traditional media, this campaign kicks off with the concept of a "#MAACOVER,"
and is rooted in social interaction via Twitter, Instagram, Tumblr and
Facebook to create a new type of conversation with MAACO® customers. In a
category traditionally known for pushing information out, MAACO® is turning
industry communication on its ear by inviting the customer in with its use of
the hashtag (#) and a host of social initiatives that encourages dialogue
directly with the brand.
MAACO® Gives Itself a '#MAACOVER'
The campaign revolves around confidence, optimism, inspiration and value, and
includes internal and external components resulting in a complete "#MAACOVER"
of the brand.In addition to social elements, this brandpositioningwill be
expressed through new, fresh imagery in every single MAACO® center across the
The first television commercial, "Potential", debuts on Monday, April 15,
2013, with a wide range of digital, social, mobile and experiential executions
to follow. In addition, MAACO® will debut an entirely new Web site and mobile
site with revamped design and content and local franchisee pages housed
within. The simplistic, clean design is completely new for MAACO® and
enhances the user experience by making navigation easier and more intuitive.
What the brand wants drivers to know is that they have the right to a fresh
start, a "#MAACOVER." People no longer have to "fall out of love" with their
car once it develops imperfections. A paint and auto body "#MAACOVER" can
take them back to the way they felt about their car when they first drove it.
"We've been working diligently to refine our vision for the brand. At MAACO®,
we know that many of our customers feel that what they drive is a reflection
of who they are, but that when the dings, dents and scrapes of life happen,
it's not as easy as just going out and buying a new car anymore," says Chris
Furse, Vice President, Chief Marketing Officer, MAACO®. "We want to show
people that MAACO® can help turn the car they drive back into the car they
love. Paint and body work are simply our tools. What we really offer is
thetransformationthey'll get from a great 'MAACOVER.'"
Bold New Leadership for a Bold New MAACO®
The new direction and campaign is a natural offshoot of the new leadership at
MAACO®. Over the past nine months, Jonathan Fitzpatrick was named President
and Chief Executive Officer of parent company Driven Brands, and Chris Furse
was named Chief Marketing Officer for MAACO®. Fitzpatrick brings more than 15
years of experience in franchising and global operations to the brands, most
recently as EVP Chief Brand and Operations officer of Burger King Corporation,
where he had worked since 2005. Furse, a leader both on the corporate and
agency side, with key roles for Sprint, Lincoln Mercury and most recently, the
Burger King Corporation leading marketing communications and advertising.
In addition, MAACO® appointed Rock Orange as communications agency and Pitch
as the company's advertising agency of record. Both Rock Orange and Pitch will
work with the auto industry leader to build on the love and loyalty consumers
feel for this iconic American brand by creating new news and increased
"While great value will always be an important component of our business
offering, a key element was missing from how we discussed the MAACO® brand:
the real feeling and true emotion that people have for their cars," adds
Furse. "They don't want to give up the car that took them on a
once-in-a-lifetime cross-country road trip, or trade in the car that carried
their kids home from the hospital just because of a ding or a dent or worn and
faded paint. MAACO® is more than the leader in quality auto painting and
collision repair. We're the people who can help you enjoy your car, and those
special memories, for a lot longer."
Founded in 1972, MAACO® Collision Repair & Auto Painting (www.maaco.com)
repairs accident damage, dents and faded paint for close to 500,000 drivers
annually. The 450 franchises have restored the safety and beauty of all types
of vehicles for nearly 40 years. MAACO Franchising, Inc., headquartered in
Charlotte, NC, has been cited numerous times by Entrepreneur magazine as #1 in
its category in the Annual Franchise 500 survey.
About Driven Brands
Driven Brands, (www.drivenbrands.com) headquartered in Charlotte, NC, serves
as parent company for the separate businesses: MAACO® (a franchise-based
collision repair and auto painting retail network) Meineke Car Care Centers®
(a franchise-based automotive service and repair retail network); Econo Lube &
Tune (a franchised chain of automotive repair/quick lube services); a
franchised network of mobile services consisting of AutoQua\®, Aero-Colours® &
Drive N Style® (specializing in automotive interior reconditioning and
maintenance, paint refinishing and restyling services for Car Dealerships) and
Tortal.net (developer of on-line training solutions for a variety of
industries). Management team members serve on the industry association boards,
the IFA and AAIA.
CONTACT: Marilyn Luna 305/731-2224 firstname.lastname@example.org
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