Inventing the category is easier than staying on top of it.

NAPA (The National Automotive Parts Association) is a purchasing cooperative and a marketing idea that was born in 1925 and has grown to become a network of more than 6,000 NAPA AUTO PARTS Stores and more than 12,000 NAPA AutoCare Centers across America. The concept is simple: superb purchasing of high-quality replacement parts sold under the NAPA brand. But even with 95 percent consumer awareness built over the years, NAPA’s leadership is under attack from foreign parts suppliers, price pressure from smaller competitors with larger marketing budgets, and changing consumer habits.

As NAPA’s agency-of-record for 26 of its 80 years, Fahlgren has played an integral role in protecting NAPA’s brand value, quality position and margins through highly creative advertising, innovative media strategies, national promotions and experiential marketing initiatives.