Bosch oil filter campaign targets DIYers, DIFMs

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Robert Bosch LLC is conducting a national ad campaign for its premium-performance DistancePlus oil filters that the company says is designed to create overall awareness of the product and drive traffic to retail stores and repair facilities.

“All of our partners in the aftermarket should benefit from our current DistancePlus oil filter advertising campaign,” says Chuck Kerrigan, director of marketing for Filtration Americas, a business unit of Robert Bosch LLC.

“The campaign targets both do-it yourself (DIY) and do-it-for-me (DIFM) motorists who expect high levels of performance from their cars and accept no less from the oil filter that protects their engine.”

Bosch is making extensive use of the Internet as well as DIY-oriented print media to reach vehicle owners with facts about Bosch DistancePlus oil filters – that they are 99.9% efficient (the highest in the industry, says the company), and can capture and hold 300% more dirt than some economy filters on the market.

The nationwide multimedia campaign combines online and print advertising and promotional rebates to attract DIY customers. Scheduled for spring through fall of 2011, the online program will run from April until August and the print program is slated for June until October.

In addition, from April 3 to Oct. 29, 2011, Bosch is running the Bosch Big Savings Rebate Program that offers motorists in the United States a rebate on both, Bosch DistancePlus oil filters and Bosch Premium oil filters.

The Bosch Big Savings Rebate Program offers drivers a $5 rebate on the purchase of any Bosch DistancePlus Oil Filter and a $2 rebate on any Bosch Premium Oil Filter. This rebate is valid on purchases made at participating retailers and repair shops. The rebate form is available at

Bosch is a supporter of the Automotive Aftermarket Suppliers Association’s Know Your Parts education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers, and its impact on delivering reliable products to today’s motorists. For more information visit

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