'Shocking' Billboard Campaign A Real Attention-Grabber

Motor, Jul 2007

Motorists hitting U.S. and Canadian highways this summer probably won't miss Monroe's "underwear" outdoor advertising campaign designed to communicate the need to replace ride control components after 50,000 miles for a smoother ride profile and better handling.

The campaign, which debuted last year, is sponsored by Monroe shocks and struts, and compares changing your underwear daily with changing your vehicles' shocks every 50,000 miles, a guideline independently verified by the Motorist Assurance Program (MAP). The billboard message is a key component of the brand's "Safety Triangle" consumer education program.

"The billboard campaign is crucial in educating consumers about ride control replacement," said Carri Irby, brand manager, Tenneco, Monroe's parent company. "It's a fun, attentiongetting billboard that consumers see during the time it matters most-while they are driving."