• August 21, 2012

Quaker Chemical Corporation is launching an integrated campaign, “It’s what’s inside that counts.” The campaign highlights Quaker’s view that a customer-intimate approach is equally as important as the product itself. Customers buy Quaker not only because of its excellent products but also its people.

The effort, via Gyro New York, uses black-and-white portrait photography meant to represent the company's employees. One execution reads: “Really into heavy metal. Innovative steel mill fluid solutions from Quaker.” The ad says “Steel is changing. As the world gets more connected, competition is getting stronger. You need to thrive without sacrificing performance or safety. That’s why you need Quaker.”

Another print execution targeting the mining industry reads: “Our fluids come with a special additive. Heart.”
Online, direct mail, print ads, event marketing and PR support the launch. As part of the campaign, the agency modernized Quaker’s 10-year-old logo that puts the yellow “Q” inside a blue outer graphic. The symbol is meant to represent the integration of Quaker’s people and products within its clients’ businesses. It is also meant as a visual interpretation of the "What's Inside that Counts" mantra.

Quaker this year also began its sponsorship of the IZOD IndyCar Series. It is the official sponsor and technical partner of Sarah Fisher Hartman Racing.