Imagine being handed the job of introducing a brand with more than 100 years of history to a generation that's never heard of it — and pulling it off. That's exactly what my guest today has done.

Paul Montopoli is head of marketing for U.S. aftermarket at MANN+HUMMEL, the global filtration leader behind iconic American brand Purolator.

Paul's team walked away from Auto Care Connect in Atlanta in May with two Auto Care Association Marketing and Communications Awards — Best Use of Influencer Marketing and Outreach to Female Audience — both earned by reimagining how a legacy brand speaks to today's DIY driver. Paul joins me to break down what made those campaigns work and what it really takes to build marketing that connects with a new generation of consumers.