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Wednesday, November 10, 2010

Luber-finer Rolls Out New Brand Campaign at AAPEX

Albion, IL, November 10, 2010 – Luber-finer, a Champion Laboratories filtration brand, officially unveiled its new look at the Automotive Aftermarket Products Expo (AAPEX) in Las Vegas on November 2-4, 2010. The new Luber-finer campaign includes everything from a progressive new logo and tagline, new ads, promotions, sales support tools, counter mats and POS displays, to one-of-a-kind electronic tools designed to make doing business with Luber-finer the easiest in the industry. 

“AAPEX was the perfect platform to re-launch the Luber-finer brand to the automotive aftermarket,” explains John Casanova, Vice President Sales & Marketing for Champion Laboratories. “The response from everyone that stopped by the booth at AAPEX was absolutely priceless. I couldn’t be more pleased with the results.”

Luber-finer has been a global leader in heavy-duty trucking, construction equipment, mining, oil and gas, marine, farm machinery and industrial engine filtration since 1936. Today, the new Luber-finer includes one of the most comprehensive lines of heavy-duty and automotive filtration lines in the world.

The new Luber-finer tagline – “Built To Do More” – expresses the company’s core value proposition of going the extra mile for its distributors and customers. Various marketing support materials will continue to be rolled out and displayed in locations where all Luber-finer products are sold. 

For more information on Luber-finer products, please go to

Champion Laboratories, Inc., is a quality and technology leader and one of the world's largest manufacturers of filters and filtration products and related services to the automotive, retail, on-highway and off-highway fleet, heavy-duty and petroleum dispensing industries. Champion Laboratories, Inc., has been a trusted name in filters since 1955, providing high-efficiency performance in the most demanding work environments. For more information on the company or its products, please visit