Creative Director/Copywriter
Creative Director/Copywriter
NAPA had relied on “NAPA Know How” as its positioning for over 12 years, but in an age where everyone uses computers to look up car parts, “Know How” was not only not differentiating, it also held no emotional connection. NAPA lost relevance with drivers and lost ground against the competition.
I wrote “GET UP & GO” to inject emotion, grit, and passion into the jugular of the brand and coined “THE NAPA NETWORK” to position the 17,000 repair shops and 6,000 parts stores as the safety net drivers need to keep them always moving forward.
It’s not often you get to create the new tagline and creative positioning of such an iconic brand. I am proud that my concepts and copy contributed to this new business win for the agency, and that an incredibly talented team kept the momentum going.