HELLA Thermal Management Campaign: BACK TO COOL
Winner
Excellent Brands
Industry, Machines and Engineering
Details
BACK TO COOL – The Thermal Management Expert Returns. With over 20 years of experience in thermal management, HELLA has established itself as a reliable expert. This relaunch is not just about introducing a new product line with more than 6,000 items; it is also about revitalizing the perception of HELLA’s expertise and highlighting it through our brand quality. HELLA was the first in the IAM and the expert who shaped thermal management until 2019. The current communication is as multifaceted as the claim itself, with its threefold meaning: back to coolness (penguin), back to thermal management, back to regulated vehicle temperature.
The Jury‘s Statement
After a longer absence from the independent aftermarket, HELLA frames its return to thermal management as a precisely managed brand task. "BACK TO COOL" links to existing expertise without appearing nostalgic, giving the topic renewed visibility through a clearly legible claim and the penguin as a distinctive motif. The implementation combines technical relevance with activating communication across wholesale, workshops and POS. This creates a well-founded brand presence for a technical field that depends on trust and orientation.
