Fras-le Disc Brake Pads

The parent company based in Brazil set out to launch a line of light vehicle brake pads in North America. Trying to compete in a mature, saturated market proved challenging. Marx Group was brought in to assist the North American team with defining the most successful strategy for moving forward. Knowing that the Fras-le brand is well-known and respected in North America on the commercial vehicle side of the market, our recommendation was to depart from the light passenger vehicle segment, and focus on work trucks. With our insights and guidance, the program evolved into a successful, full-scale disc brake pad program for Class 1-8 work trucks.

The brand and collateral were strategically designed to 1) remain true to the company’s commercial vehicle heritage in North America and 2) launch a new addition to the program – air disc brake pads. This is where the campaign “Stop for Fras-le” was born.

Marx Group served as the Agency of Record for Fras-le from 2010 – 2013, executing all marketing programs and collateral, including creative design, research, strategy, public relations and more.

  • Client:


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  • Skills:
    • Brand Development
    • Creative Design
    • Product Launch
    • Event Planning and Management
    • Public Relations
    • Trade Show Planning
    • Research
    • Strategy