Our Work: Purolator

Re-energizing a classic brand.

Purolator invented the oil filter nearly a century ago. This long-standing American company had embraced the tradition behind its brand for years before determining that it was time for an update. After a nationwide competition, Gelia emerged as the choice to lead Purolator into a new era.

National Consumer Launch

Purolator’s new positioning line “Nothing Gets By Us” allows for a wide range of creative expression — from iconic characters known for never letting anything get by them, to regular folks trying to pull one over on each other. We took the new Purolator brand to DIYers across the country through TV, radio, out of home, print and online.


Shareable Videos: Hidden Camera Prank

Nothing gets by Purolator. We wanted to see what we could get by real customers at a real oil change shop. Here’s what happened: One fake mechanic. Eight videos. And nearly 2 million views later.

Gaining insights

We held focus groups around the country to get at the heart of the automotive do-it-yourselfer audience. These efforts led us to the development of a new brand identity that honors Purolator’s roots, while establishing a bold new way forward.

Purolator - Gelia - Integrated Marketing Communications

Reshaping the packaging

Gelia also worked to create new packaging that would align the entire family of filters. We helped to develop a clear “good/better/best” hierarchy, right down to the copy strategy on the packaging. The highlight is our innovative “hex-shaped” package for the top-of-the-line BOSS filter.

Purolator - Gelia - Integrated Marketing Communications

Trade Show launch

We introduced the new brand along with the positioning line Nothing Gets By Us at the AAPEX show in Las Vegas. Gelia created everything from booth graphics, to pre-show teaser ads, to unique media placements, to social media, to management of the press event. All featuring iconic images known for never letting anything get by them.