Valvoline Inc. is a worldwide marketer and supplier of premium branded lubricants and automotive services, with sales in more than 140 countries. Established in 1866, the company’s heritage spans more than 150 years, during which time it has developed significant brand recognition across multiple product and service channels. Path to Purchase IQ managing editor Charlie Menchaca recently asked Tammie Hart, director, category management at Valvoline, a few questions.
Tell us about a recent campaign or program that you’ve conducted.
HART: Valvoline launched “The Original Motor Oil” campaign this year, proclaiming our status as the petroleum industry’s first U.S. trademarked motor oil. In the U.S., the campaign features a modern interpretation of the brand’s most recognized logo from the late 1960s and early 1970s – a high-water mark of American automotive culture. The campaign also honors the longstanding innovation of the company throughout its rich history. Touting the world’s first racing, first synthetic blend and first high mileage motor oils, Valvoline has consistently shown its focus on innovating and reinventing motor oil for evolving automotive technology and consumers alike.
The integrated campaign launched across connected TV, social media and digital ads, and was highlighted as NASCAR driver Alex Bowman’s primary paint scheme during the GEICO 500 at the Talladega Superspeedway. The campaign also featured key branded content delivered through Valvoline’s influencers and was extended to in-store signage and displays for a consistent consumer journey. We are excited about the initial results of the campaign and, like the slogan, we will continue striving to be an “original.”
How does your company use its P2PI membership resources?
HART: The Valvoline team has been using our P2PI membership to stay up to date on current market trends and consumer behaviors. Since COVID-19 started, the highly relevant information available on the website coupled with the online collaborative conferences have been extremely useful to keep track of the rapidly evolving changes and how consumers are reacting. We also love reading about innovation in other industries, categories and merchandising. This subscription has really helped spark new ideas to help make our consumer experience even better.
What are your predictions for the future of marketing, and how will your company navigate that future?
HART: The future for marketing is very exciting. There are so many opportunities to better understand and engage the consumer in a more personal and targeted way. The platforms will continue to evolve to meet the consumers when, where and how they want to purchase. Marketers can differentiate their brands in a new way. They can provide content and incentives to help consumers make the best choice. Valvoline makes investments to better understand consumer behavior and changing automotive trends for our products, supply chain, merchandising, incentives and communication to ensure we exceed consumer and retailer expectations.
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