MANN+HUMMEL Earns Multiple Auto Care Marketing & Communications Awards for Purolator Campaigns
Raleigh, NC — May 20, 2026 — Purolator, the American automotive filtration brand known for making vehicle maintenance easier and more approachable, today announced it has received multiple Auto Care Marketing and Communications Awards recognizing its efforts to empower a new generation of do-it-yourself vehicle owners. The awards were presented during Auto Care Connect, held May 13 in Atlanta.
Purolator, an American brand of global filtration leader MANN+HUMMEL, received honors in the following categories:
• Best Use of Influencer Marketing for the Purolator 20K product campaign
• Outreach to Female Audience for the Purolator 20K Launch
Both award‑winning campaigns were created in partnership with TRG and Idea Peddler, and were designed to reintroduce the Purolator brand, an iconic American filtration name with more than 100 years of heritage, to a new generation of do‑it‑yourself vehicle owners.
The “Media Outreach to Female Audience” campaign focused on restoring brand relevance among female DIYers, an audience historically overlooked within the automotive aftermarket. By leveraging trusted influencers and meeting consumers in the digital spaces where they already seek advice and inspiration, the campaign emphasized empowerment, education, and confidence in car care. Influencer led creatives across organic social channels and was amplified through paid media, driving consumer action and retail traffic. The campaign increased brand awareness by 3%, delivered more than 6 million impressions, and generated over 250,000 clicks.
The “Best Use of Influencer Marketing” campaign further expanded Purolator’s reach by positioning oil changes as an accessible and empowering act of independence.
Through an influencer‑first approach, creators demonstrated real oil changes within seconds of content launch, reinforcing product performance, affordability, and simplicity. Content extended across Meta, TikTok, YouTube, Connected TV, and Walmart Connect, ensuring consistent brand presence and message clarity across platforms.
“Purolator is a brand built on trust, performance, and more than a century of innovation,” said Paul Montopoli, Head of Marketing for US Aftermarket. “These awards reflect how our teams and agency partners successfully honored that legacy while evolving our approach to reach modern consumers. The Purolator 20K campaigns demonstrate what’s possible through smartstorytelling, strong partnerships, and data driven creativity. At the end of the day, leading with clarity and approachability helps everyday drivers feel more confident caring for their vehicles.”
Marissa Porcaro, Brand Manager for Purolator, emphasized the collaborative spirit behind the work. “This campaign was about respecting Purolator’s history while making sure it feels relevant, welcoming, and empowering today’s DIYers,” Porcaro said. “Seeing these efforts recognized is incredibly meaningful and reflects the passion, creativity, and collaboration that went into every detail of the Purolator 20K launch.”
Purolator, a legacy American filtration brand with more than 100 years of history, remains a cornerstone of MANN+HUMMEL’s aftermarket portfolio by continuing to make vehicle maintenance accessible, confident, and approachable for today’s drivers. The recognition reinforces Purolator’s ability to evolve with changing audiences while staying true to its promise of proven protection.
About Purolator
Purolator is a premier brand of automotive filtration products, offering an extensive portfolio of high‑quality oil, air, cabin air, and fuel filters engineered for superior performance and long‑lasting engine protection. With more than a century of filtration expertise, Purolator continues to lead the industry through innovation, technical excellence, and a commitment to helping vehicles run stronger, cleaner, and longer. For more information, please visit: www.purolatornow.com
About MANN+HUMMEL
MANN+HUMMEL is a global leader in filtration technology. Headquartered in Ludwigsburg, Germany, the group develops intelligent filtration and separation solutions and filtration materials – including for the Transportation and Life Sciences & Environment sectors. Founded in 1941, this family-owned company enables cleaner mobility, cleaner air, cleaner water, and cleaner industries across the globe. With its solutions, MANN+HUMMEL plays a key role in protecting the environment and promoting the sustainable use of limited resources. In 2025, approximately 20,500 employees at over 80 locations worldwide generated sales of EUR 4.2 billion. For more information, please visit: www.mann-hummel.com.
About TRG
Founded in 1976, we have a five-decade winning streak of building iconic brands. Orkin. Chick-fil-A. Ram. Motel 6. Charles Schwab. The Home Depot. Our greatest successes are tied to some of America’s most memorable stories, while our own story is one of results, respect, and award-winning work. We consider ourselves more than marketers – we’re in the memory-making business. More than activations and ads, more than media plans, TRG creates long-lasting memories in the minds of consumers that, overnight and over time, move markets. Fiercely independent since our founding, we push ourselves daily, bravely, and freely without distant boards or outside agendas. Find or follow the agency @TRG or @TRGCreativity.