Laughlin Constable Wins FRAM Account

Laughlin Constable today announced its partnership with FRAM Group Operations LLC, manufacturer and marketer of FRAM brand oil, air and cabin filters. Selected through a competitive search, Laughlin Constable seeks to take the FRAM brand from now to next with revamped brand positioning, aimed at turning millennial automotive DIYers into FRAM loyalists, just like the generation before them. 

Laughlin Constable is an integrated communications agency with offices in Chicago and Milwaukee that has provided full-service branding capabilities to a spectrum of clients since 1976. Laughlin Constable pitched to FRAM in October 2016, providing a fully integrated program the agency conceived specifically for the national oil, air and fuel filter manufacturer. 

“FRAM has been a leader in its category for many years and, at the same time, is at an inflection point as the market continues to evolve,” says Mat Lignel, CEO, president, Laughlin Constable. “In partnership with the brand team, we are thrilled to help solidify its iconic status and have ambitious plans and ideas that we will execute in the next few months.”

FRAM, located in Lake Forest, IL, was in search of an agency partner to help recapture the FRAM brand's iconic stature and industry leadership position by bringing brand relevance to the millennial consumer group. Laughlin Constable’s plan focuses on reaching millennial automotive DIYers, while still appealing to FRAM brand’s core Gen X group. These ideas were formed and presented after a review of Fram’s extensive market research and third party data, along with qualitative interviews.