Prestone, a fixture in the automotive-fluids aisle for nearly a century, is relaunching its brand platform and visual identity. The move is part of a broader effort to modernize from a heritage coolant maker into what it calls a “mobility partner” for a younger generation of drivers.

Jérôme Dujoux, the VP of marketing and strategy at Prestone parent company PFX Group, says that the Publicis Montreal-led “The Future Runs on Prestone” campaign reflects a merging of the brand’s long-standing reputation for performance with an emotional layer of storytelling. The relaunch comes as Prestone looks to reassert its relevance in a category that’s shifting alongside consumer attitudes toward car ownership, sustainability and technology.

“The automotive industry is going through a massive transformation and EV is a game changer,” Dujoux tells strategy. “It is important that we continue to reinvent ourselves. ‘The Future Runs on Prestone’ capitalizes on the roots and where we’re coming from, but more than anything else, looks towards the future.”

The new positioning is being introduced through updated brand visuals and packaging, along with creative that looks to highlight both the technical reliability and emotional connection associated with driving.

A 15-second video visualizes the transformation of a classic 1950s two-door coupe into a 21st-century EV, while a 30-second spot tracks Prestone’s heritage back to 1927, following the progress of the automotive industry all the way up to the present with a promise “to keep you safely on the road, for now and the future.” The work serves to highlight the brand’s range of EVX formulations designed to sustain battery autonomy, optimize charging speed and elongate service life.

“We looked at everything that Prestone has done in the last 90-plus years and at the same time are saying something about the peace of mind that the brand can can bring into your life and projecting yourself in the future,” says Simon Bédard, VP of strategy at Publicis Montreal. “So it’s a two-fold story that we felt could bring some differentiation in the category and help Prestone stand out in this quite functional category.”

Alongside the visual refresh, Prestone is rolling out assets focused on education, digital engagement and influencer partnerships designed to make maintenance feel more accessible and less intimidating for newer car drivers. A new pouch packaging innovation that Dujoux says reduces plastic by 60% is also included in the rollout.

The campaign spans online video, out of home, digital, social and retail with support from influencer partnerships that prioritize do-it-yourself and digitally native car owners. Prestone launched the campaign in the U.S. at the Automotive Aftermarket Products Expo in Las Vegas this week, while the Canadian launch will come in increments heading into 2026. Labelium handled the media buy.

Campaign performance will be tracked through digital engagement metrics and retail lift, Dujoux says, with an emphasis on measuring how well the refreshed positioning drives awareness and consideration among younger drivers.

“What we care about is that emotional connection, making sure that we are connecting with the younger generation,” Dujoux says. “So of course, sales for sure are important and growth, but it’s also brand love.”