Midas International Corporation: Brake Service Promotions campaign
Judson KnightOverview
If there was anything for which Midas International Corporation was known, it was certainly… brakes? "We have spent $400 million since 1978 in advertising our brake service," Midas president and CEO John R. Moore said in 1996, "yet our [recognition] numbers are less than 50 percent. We need to change that." Around the same time, he told Adweekthat in spite of all the money Midas invested in advertising—up to $50 million annually—"Customers still thought of [us] for mufflers … What I guess we came to realize is we...