Ask anybody what Kwik-Fit does and you are likely to get one of two responses: tyres or exhausts. This slogan, devised with ad agency DDB and dating from a TV campaign in 2008, emphasises that Kwik-Fit now offers a wider range of services: batteries, brakes, air-conditioning, MOTs, windscreens and servicing. Its fitters, according to the ads, tame bears, hypnotise annoying children, charm the birds from the trees and speak fluent Norwegian. All fanciful, of course, but funny and likeable. The slogan invites customers to think again about what Kwik-Fit stands for and be impressed by its range of services and its competence. It promises that customers will not merely be satisfied but amazed. To be amazed is to be surprised, which is not always what you want when your car goes in for a service. Kwik-Fit's task is to ensure the surprise is a nice one.
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