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“Kid President” Kick-Starts Brand Quest to Educate Customers About Everyday Car Care

CHARLOTTE, N.C. — September 11, 2013 /PRNewswire/ — Meineke Car Care Centers, part of the Driven Brands family of automotive companies, today announced the launch of its brand repositioning based on a radical new attitude about customer service and advertising with a campaign featuring SoulPancake’s viral sensation Robby Novak, “Kid President,” as the Meineke “Kid Mechanic.” The new positioning, “Drive A Little Smarter,” is supported by television, outdoor and digital executions designed to take the mystery out of simple car care by presenting it in a fun and understandable way.

Despite the seeming simplicity of an oil change, maintaining proper tire pressure, or replacing windshield wipers seasonally, Meineke research indicated that most customers who visited their car care centers did not understand many of the services, or how short-term automotive maintenance could prevent long-term issues.

As a result, the new campaign, which is Robby’s first foray into the marketing world, features him as the “Kid Mechanic.” In each spot, Robby uses the humorously loveable and optimistic personality that has made him a YouTube hit and a sought-after TED speaker, to explain car care in a way that will inform, empower and help consumers make educated decisions.

“Through our consumer research, we learned that our customers want to understand the fundamentals in automobile maintenance, what things cost and why,” said Jason Moskal, the Meineke’s senior vice president and chief marketing officer. “This insight quickly became the driving force behind our decision to completely change the way we do business, beginning with a company-wide overhaul of how we communicate to our customers.”

Even more telling was the lack of trust in the industry, often stemming from routine maintenance requests resulting in a recommendation of more serious and costly repairs.

“That was our ‘ah-hah moment,’ car care is confusing and our goal became to demystify the aspects behind regular vehicle care by imparting the knowledge that will inspire smarter decisions,” adds Moskal. “Moreover, we realized the importance of an informed consumer and the fundamental need for educating our customers. Sometimes sharing a little information and advice and not performing a service if it isn’t mandatory is just the right thing to do.”

The full initiative begins on Sept. 9 with the unveiling of the new marketing campaign developed by Pitch, Meineke’s advertising agency of record. It will be supported by the following elements:

“This is much more than a new advertising campaign for us. We’re out to create an elevated service model and a new generation of educated, self-confident, empowered customers,” adds Moskal. “We want to enable them to make smarter decisions by offering personalized long-term solutions that will help them keep their cars in an optimal state rather than focusing on maintenance problems.”

About Meineke
Founded in 1972 Meineke Car Care Centers has expanded its menu of product offerings to meet the demands of a changing marketplace. Steady growth both nationally and globally with locations in Canada, Mexico, South Korea, the Mid-East, China has seen new openings in the Caribbean and Chile. The American Association of Franchisees & Dealers recognized Meineke in 2001 as its first automotive industry Franchisor to earn the coveted Fair Franchising Seal. For more information, please visit the company’s website To find a Meineke Car Care Center near you, visit or

About Driven Brands
Driven Brands, ( 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 AutoQual®, Aero-Colours® & Drive N Style® (specializing in automotive interior reconditioning and maintenance, paint refinishing and restyling services for Car Dealerships) and Management team members serve on the industry association boards, the IFA and AAIA.



Photo Gallery

Meineke 'Kid Mechanic' Tire Rortation; SoulPancake's 'Kid President' Robby Novak
Meineke 'Kid Mechanic' Tire Rortation; SoulPancake's 'Kid President' Robby Novak
Meineke 'Kid Mechanic' Simplifies Car Care; SoulPancake's 'Kid President' Robby Novak
Meineke 'Kid Mechanic' Simplifies Car Care; SoulPancake's 'Kid President' Robby Novak
Meineke Simplifies Car Care with iTunes APP
Meineke Simplifies Car Care with iTunes APP

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Meineke Kid Mechanic Ads
Meineke Kid Mechanic Outtakes

Related Links
Meineke App on iTunes

Related Documents

‘Kid Mechanic’ Bio
Jason Moskal Bio
Paul Clayton Bio
Meineke Fact Sheet
Meineke Company Backgrounder

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