A trusted name in the automotive aftermarket, Niterra UK - along with its signature brands NGK Spark Plugs and NTK Vehicle Electronics - is marking 50 years in the UK and Ireland in 2025.

This milestone is more than just a celebration. It is a chance to recognise decades of pioneering innovation and set the tone for the next chapter.

Drive Agency was brought in as the strategic and creative partner to help tell that story - honouring the legacy while showcasing the future-facing outlook of the brand.

At the heart of the campaign was a bold new livery, inspired by the spark plug that started it all. Applied across everything from print ads and event stands to social media and tin plate keepsakes, this design became the visual thread that tied the whole celebration together.

From a high-impact print campaign in trade titles, to a standout exhibition presence at Automechanika Birmingham which won the show's best stand award, to editorial support for a special anniversary book - we helped Niterra reflect on 50 years of progress while looking confidently ahead.

We also provided PR support to secure coverage in key automotive trade publications - promoting the anniversary with interviews from key personnel and publicising Niterra’s milestone moments throughout the year.

The result? A campaign rooted in pride, powered by creativity and delivered with consistency across every channel.