Wagner Brakes featuring Mike Rowe

Wagner, a premium aftermarket brake pad offering from Federal-Mogul, was in need of a total rebranding to maintain and grow their brand awareness in an increasingly competitive retail space.

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Mike Rowe was enlisted to assist as a celebrity personality and do what he does best, get to the bottom of things. In this case he explored how this new brake pad technology works and why you should trust it on your own car.

The campaign consisted of an identity overhaul, new packaging, national television commercials, radio and high profile print ad buys including the Sports Illlustrated Swimsuit Issue.