Atlanta, May 2008 –– In a research-driven consumer campaign aimed at busy dual-income couples aged 35-65 (with children), Frederick Swanston positions the Exide NASCAR EXTREME automotive battery as the performance product of choice for families who value security, quality and peace of mind every bit as much as they do a nice price point.

“This new campaign departs from the traditional product-driven advertising Exide and virtually all battery manufacturers have done in the past,” says Scott Frederick, principal at Frederick Swanston. “For the first time, we’re looking beyond the product to the emotions consumers feel when their battery fails. It’s an unpleasant experience to which we can all relate –– and we’ve tapped into that.”

The new campaign, which also features a Trade element, is scheduled to begin in Fall, 2008.