The FRAM AirHog creative used an animated hog in both Print and TV to demonstrate the air filter’s air “hogging” ability while at the same time giving a totally different look from the competition, as well as a certain edgy feel.

Over 83,000 enthusiasts entered the contest, 7 times higher than expected. AirHog’s market share grew from a new product entry to 9%. In addition, retail distribution coverage increased to over 6,5000 auto retail stores from a launch that consisted of only 734 Wal-Mart stores.