The "BACK TO COOL" campaign focuses on HELLA's thermal expertise. The penguin symbolizes the highest reliability of the products under extreme conditions.

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The re-entry into the thermal management business marks the beginning of a new chapter for HELLA. At launch, a range of 1,200 spare parts is available, which is to be expanded to 6,000 components by 2027. Innovative solutions, many years of expertise and a strong brand form the basis for regaining a leading role in the aftermarket in the medium term.

The new start is accompanied by modern, emotional communication. At the heart of the "BACK TO COOL" campaign is the penguin – a key visual that symbolizes reliability and durability under extreme conditions. "Our thermal expertise and HELLA's quality standards are the foundation for the new start – just like the penguin, which stands for absolute top performance as a survivor in icy climate zones. It is the perfect symbol for our products," explains Manuel Simon, who is responsible for German marketing in the IAM division.

The penguin as a companion of the entire customer journey

At trade fairs, at partners and in the company, a specially made penguin family makes the new start tangible: An imposing, two-metre-high penguin and two smaller siblings, each 1.20 metres high, serve as emotional symbols of the campaign. The sculptures attract a lot of attention and convey the message directly.

The Penguin accompanies the entire customer journey: it is present at every point of contact with HELLA – from the first encounter at the trade fair, through the website and social media, to POS materials in the workshop. "In this way, the interest aroused by the leading figure is directed specifically to the product portfolio and the complementary services. This creates a close connection between sympathetic brand communication and HELLA's high-performance offering," emphasizes Simon.

A look behind the scenes: Unboxing video & picture gallery

The picture gallery offers insights into the creation of the penguin sculptures - from the first sketches to the finished exhibit.

The unboxing video shows the moment when the completed penguins arrived at the trade fair construction in Erwitte. From there, they set off directly on their first assignments as brand ambassadors, for example at the CARAT in-house exhibition and the "French Automechanika" Equip Auto in Paris. HELLA Moments will soon provide insights.