Pennzoil has embarked upon a new brand strategy that makes strong claims about the oil’s ability to help keep a vehicle’s engine clean. The company’s new brand initiative is built around the theme of “Feel the Clean” and will be supported by a new advertising campaign that made its debut with new television, print and online ads launched around the Daytona 500.
“As leaders in the industry, we are truly excited about introducing this innovative positioning and uniquely positive marketing approach for Pennzoil, our number-one motor oil brand,” said Steve Harman, president of Shell’s U.S. lubricants business, makers of Pennzoil. “This new focus on Pennzoil’s active cleansing agents highlights the product line’s advanced technology in a way that is meaningful for consumers and ties into the connection that many of them feel with their vehicles.”
Developed by the Pennzoil brand team and its creative agency, Doner, Detroit, the new advertising and marketing campaign is designed to emphasize the active cleaning ability of all Pennzoil motor oils and the positive effect that has on helping to maintain engine responsiveness and the overall driving experience. The most prominent products featured in this effort are Pennzoil conventional motor oil and Pennzoil Platinum full synthetic motor oil with adaptive molecules.
The creative concept developed for the new positioning highlights the relationship between driver and vehicle, focusing on Pennzoil’s ability to actively help keep the engine clean, allowing the driver to “feel the clean.” This new positioning is backed by technical claims of active cleansing agents that help prevent dirt and deposits from forming in the engine, and seeks to tap into the experience a driver should have operating a cleaner engine.
Print advertising will begin in February in select consumer, automotive and trade media, while television and radio spots kicked off during coverage of the high-profile Daytona 500 in an effort to reach automotive enthusiasts, a key target audience for Pennzoil.
“Our goal was to prominently present a strong message about the active cleansing agents in Pennzoil motor oils and demonstrate that a clean engine can help enhance the driving experience,” says Matt MacDonell, SVP, Doner. “Launching the advertising campaign during the Daytona 500 allows us to convey this new message to key consumers prior to peak consumer driving season.”
The Pennzoil brand will have a significant presence in television advertising across an array of sports and entertainment networks with both national and regional reach. On the web, Pennzoil motor oils will appear on popular search engines Yahoo! and Google, along with a number of auto enthusiast websites.
In addition, the campaign strategically leverages the relationship with former Daytona 500 champion Kevin Harvick across targeted marketing activities, such as the “It’s 29 Time Again” promotion geared for participating retailers and installers, to further drive home the Pennzoil message of “Feel the Clean.” The new campaign will also be activated through a strategic grassroots marketing tour that will visit race markets and car clubs throughout the country.
Pennzoil will also maximize the technical alliance it formed with Richard Childress Racing last year. The Pennzoil brand’s product engineers develop racing oil formulations that provide the engine cleaning and reliability necessary to compete under harsh race conditions, and Pennzoil Platinum full synthetic motor oil is designed to do the same for passenger cars. The technology in Pennzoil Platinum full synthetic motor oil provides engine reliability for every NASCAR Cup Series and NASCAR Nationwide Series engine that takes to the track for RCR.
For more information about Pennzoil products, please visit www.pennzoil.com.
