Midas Updates Its Golden Touch Marketing Message

Jan. 9, 2018

Midas International Corp. has updated the Golden Touch marketing message for its 61-year-old car-care brand.

The company says the refreshed television commercials feature a cool, young King Midas offering guidance and advice to the mechanics and managers at the nearly 1,300 care-care locations named after him. He’s an advocate for outstanding customer service at Midas, whose stated goal is to be “Always a Touch Better.”

“The Midas Mission is ‘to exceed expectations and make our customers’ lives easier,’” says Midas Marketing Vice President Brian LePorin, “and the King both embraces and embodies this commitment and calls on all of us at Midas to live up to it.”

The new commercials, whose Midas service message is echoed in the company’s redesigned web, print, social and in-store advertising, highlights extras such as limited lifetime guarantees on select parts, views into the service bays, and complimentary courtesy checks on each vehicle.

“Midas has a track record of innovations that distinguish and elevate the service we offer, and who better to convey this than the King—he is the ultimate Midas spokesperson,” said LePorin. “After all, only Midas can own King Midas. He is deeply in our DNA. This is an idea we created 61 years ago when we painted our mufflers gold and put crowns on kids in our waiting rooms. It’s a part of our unique identity.”

The Midas brand offers an extensive range of automotive services, including tires. In 2012, Midas became a subsidiary of Florida-based TBC Corp. The company says it is taking steps toward becoming the future new home for premium tires across North America, including Michelin, BFGoodrich, Goodyear, Continental, Yokohama, Nitto and Cooper Tire.

Midas offers brake, tire, maintenance, exhaust, steering and suspension services at more than 2,100 franchised, licensed and company-owned Midas shops in 13 countries, including nearly 1,300 in the United States and Canada. For more information, visit midas.com.