Highline Warren Launches Prime Guard Campaign
Highline Warren announced a new multichannel marketing campaign for its proprietary Prime Guard brand ahead of the Automotive Aftermarket Products Expo (AAPEX) 2026. The event will take place Nov. 3-5 in Las Vegas. The “All You Need. All in One Place.” campaign supports the refreshed Prime Guard brand and highlights its automotive maintenance portfolio. It also emphasizes product performance, competitive pricing and convenient sourcing for aftermarket customers.
The campaign encourages customers to explore automotive maintenance products beyond the categories they already purchase. It highlights the convenience of sourcing multiple product categories from one brand. Customers can consolidate products onto a single pallet, simplifying purchasing, shipping and receiving.
Highline Warren to Showcase Prime Guard at AAPEX
Highline Warren will showcase the campaign at AAPEX 2026, where attendees can explore Prime Guard’s automotive maintenance portfolio at booth V3619. The campaign will also appear throughout Las Vegas before and during the show. Advertising will include digital displays at the event venue and mobile advertising surrounding AAPEX.
Prime Guard offers more than 1,800 products, including motor oils, filters, antifreeze, diesel exhaust fluid (DEF), windshield washer fluid and wiper blades.
Campaign Highlights Automotive Maintenance Products
The campaign reflects Highline Warren’s continued investment in its proprietary brands. It also emphasizes simplifying purchasing, strengthening customer relationships and creating growth opportunities. Prime Guard belongs to Highline Warren’s broader portfolio of brands and exclusive products. The portfolio also includes Sprayway, Rain-X windshield washer fluid, Mobil 1 filtration products and BlueDevil.
“Prime Guard delivers what automotive aftermarket customers need most: dependable performance, competitive pricing and the convenience of sourcing essential maintenance products from one trusted brand,” said Carrie Giaimo, chief marketing officer, Highline Warren. “This campaign provides an opportunity to showcase the full breadth of our portfolio and help customers discover more of what Prime Guard has to offer while making it easier for customers to do business with Highline Warren.”
Multichannel Campaign Targets Aftermarket Customers
The campaign features video and digital advertising targeting automotive aftermarket distributors, retailers and service professionals. It will reach these audiences through social media, search advertising and other media channels.