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Pep Boys Receives Six Automotive Communications Awards

Pep Boys received six awards for excellence in the 2020 Automotive Communications Awards (ACA) program, which recognizes auto care industry manufacturers, service networks and other organizations for outstanding business-to-consumer and business-to-business advertising, marketing and public relations activities.

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The annual awards program is sponsored by Women in Auto Care (WiAC), which is dedicated to the advancement, education and empowerment of women within the auto care industry. WiAC is part of the Auto Care Association.

Pep Boys was honored for several initiatives, each designed to support its growth strategy. Earlier this year, the company introduced a new brand promise – “We go further to help you go farther” – and the unique Pep Boys “Red Door” creative concept, representing the portal through which the company’s nearly 1,000 service locations help make quality car care simple, convenient and accessible for everyone, the company noted.

Pep Boys also invested in growing its nationwide fleet-service program and continued to expand its support of existing and future automotive technicians as well as U.S. military veterans.

Pep Boys received the following ACA awards:

  • Best Billboard – “Go Further Red Door” brand introduction
  • Print Ad – Pep Boys fleet preventative-maintenance promotion
  • Consumer/Community Event – Progressive’s “Keys to Progress” veteran vehicle-donation initiative
  • Social Media Campaign – Tech of the Year program
  • Radio or Podcast – COVID-19 Reconnect Phase Radio with tire manufacturing partner promotions
  • Co-op Advertising – “Summer Road Trip” campaign with Shell

“We are very proud and excited to have our work recognized by Women in Auto Care and the Auto Care Association,” said Laura Soave, executive vice president, merchandising and marketing, Icahn Automotive and Pep Boys. “Each of these award-winning projects is part of a comprehensive strategy to reintroduce one of the industry’s most recognized and respected brands to consumers, fleets and communities whose car care needs have changed dramatically in recent years.”


The Women in Auto Care Awards were presented during the Virtual AAPEX Experience on Tuesday, Nov. 3. The presentation also was to be posted on the Auto Care Association’s YouTube channel.

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Counterman Magazine