• by Larissa Faw , September 11, 2015

Last year, Gold Eagle Company's Sta-Bil Storage auto brand launched Awakening, a print campaign that compared winterizing vehicles to hibernating animals.

This season the brand and its agency Marc USA are adding TV to the mix for the first time. “We have the No. 1 market share in this product category,” says Gold Eagle, senior director of marketing Tom Bingham. "We challenged Marc USA to add TV to the award-winning print campaign they had created – and they did without another shoot.”

The ads will run nationally throughout the fall on cable networks CNBC, Weather Channel, Discovery and Velocity, all selected to reach its engine-loving target audience. 

While TV may be new, the other elements remain similar to last year.

The campaign will be supported with print, radio and digital executions targeting auto, marine and do-it-yourself enthusiasts. Moreover, since the product is tied to colder temperatures, weather-triggered ads will run on the Weather Channel on desktop and mobile. Live reads during the "Mike and Mike" show on ESPN will draw attention to the radio spot.

The campaign concept continues the theme created by the agency two years ago that feature a barrage of animals, such as a slumbering horse, goat and pig  designed to illustrate to owners of cars, lawn mowers and motorcycles that "a good winter’s nap can only be assured if STA-BIL Storage is added to the tank."

The new television spot adds a call-to-action – “keep your fuel fresh so your hog won’t be a bore.”

Marc USA has worked with Sta-Bil for two years and also handles parent company Gold Eagle, as well as sister brands 303 Cleaners and Heet.