Prestone Antifreeze Fuels Next Chapter of Automotive Innovation

For nearly a century, Prestone has led in engine protection and performance. With its latest campaign, the company is stepping into the future - not just as a fluids manufacturer, but as a mobility partner shaping the next generation of drivers.

“Prestone created the coolant category and set the benchmark for quality, protection, and reliability - but today, it’s about progress,” says Jason Colwell, CEO of PFX Group. “In close partnership with Publicis, our new campaign, The Future Runs on Prestone, debuts this week at AAPEX in Las Vegas, highlighting how Prestone is shaping the future through innovation, influencer collaborations, and a bold media plan.”

“Through our new campaign, we are celebrating not only our history as the inventor of the antifreeze coolant category but also looking towards the future of mobility with our EVx solutions,” adds Jérôme Dujoux, VP, marketing, branding and innovation.

A Campaign Built for the Road Ahead

Prestone’s new platform from Publicis Montreal speaks to a new generation of motorists who value progress, protection, and meaning on the road. Blending emotional storytelling with strategic thinking, it redefines how Prestone connects with today’s audience.

“Reimagining a legacy like Prestone’s means respecting its heritage while propelling it into the future,” says Audrey Dignard, VP, client lead at Publicis Montréal. “Our collaboration focused on redefining how progress is expressed - translating nearly a century of innovation excellence into a modern, emotionally resonant brand that moves with people as much as it moves engines.”

From visual identity to messaging, the campaign embodies movement and transformation, reaffirming Prestone as a trusted companion for the road ahead. Supported by a bold social and influencer strategy, the digital-heavy campaign meets audiences where they are - online and on the move.

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Innovation that Moves with Drivers

Prestone’s transformation goes beyond aesthetics - it’s powered by forward-thinking engineering. From sustainable packaging to user-friendly design, every update reflects a commitment to evolving responsibly.

While developed by Publicis Montréal as a North American platform, the campaign is launching first in the US, with Canadian presence and global expansion planned for 2026.