Purolator has introduced new packaging for its standard line of oil and air filters. This new packaging will begin to appear on retailers’ shelves by the second quarter of 2009.

Created to help build sales through brand recognition and loyalty, the new packaging shares its design with Purolator’s premium PureONE package but uses a blue background instead of PureONE’s gold.

“This package design graphically ties Purolator's standard line more closely to the top-of-the-line PureONE oil and air filter packaging,” says Ramon Nuñez, director of filtration for Bosch, joint venture owner of Purolator Filters NA LLC. “This connection reinforces the Purolator brand’s reputation for quality and reflects the advanced engineering found in every Purolator filter,” Nuñez adds.

The stronger and more modern appearance of the packaging design makes for a powerful shelf presence, grabbing retail customers’ attention and reinforcing professional installers' preference for Purolator’s oil and air filters, according to Nuñez. Furthermore, the graphics communicate the product's highly engineered performance characteristics, the company adds.

Purolator manufactures and supplies automotive filters for the North American aftermarket. Inventor of the automotive oil filter in 1923, Purolator has, since then, pioneered more than 40 'firsts' in the filtration industry, including the ‘spin-on’ oil filter in 1955. In fact, the first automotive oil filter was called a 'Purolator,' short for 'pure oil later.'

Currently, the Purolator brand has more than 2,000 part numbers for automotive, light truck and heavy-duty applications.