“Viscosity.” “Thermal breakdown.” Animated pistons pumping in engine hell. This is what every motor oil campaign is mandated by law to showcase, it seems. Which is precisely why we avoided these advertising clichés in our quest to relaunch the venerable Valvoline oil brand. Valvoline had invented motor oil some 130 years earlier and had kept its proud motorsports heritage alive. Perception of the product and brand had nevertheless dropped precipitously. Our mission: reawaken the brand and make it relevant to car guys again. By eschewing category clichés and striking an emotional chord with the brand’s prime audience, Valvoline quickly shot to #1 for the first time in company history.
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