American Motors was promoting its economical models covered by the comprehensive "Buyer Protection Plan" warranty, as well as preparing for the launch of the Pacer The automaker was planning to spend half of the entire 1975 advertising budget on the new Pacer. Marketing for the Gremlin included tie-ins with a "Home Value Days" supplement designed to promote 18,500 hardware stores in "Popular Science" and "The Reader's Digest" as well as with Colgate-Palmolive's campaign using Willie Mays to "Help Young America" in "Jet" and "Ebony".