packaged goods

Pennzoil Lets Customers Trumpet Its Virtues

Pennzoil

Pennzoil is focusing on its customers -- how they feel about the brand and how it helps them -- in a new effort, launching this week. The campaign, via Southfield, Mich.-based Doner, includes television, radio, print, out-of-home, in-store, online banners and videos, and a Web site takeover on www.pennzoil.com.

It includes both Pennzoil users famous for their automotive exploits and regular people. Indy 500 champion Helio Castroneves and master mechanic and motocross enthusiast Feviu Villarreal appear in the campaign.

Debbie Van Schalkwyk, Pennzoil global brand manager, said in a statement that company research has shown that the brand has a loyal customer base who "have been dedicated to our brand for many years."

"The motor-oil category is often driven by competitive and technological claims, so we needed to develop a campaign that would break through the clutter and differentiate Pennzoil from the other brands in the category," said David DeMuth, Doner co-CEO, president, in a release. "The stories told throughout this campaign help elevate the brand by communicating with consumers in a relatable way and demonstrate that Pennzoil understands and respects its customers."

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In addition to letting Castroneves talk about how Pennzoil boosts his racing performance, the 30-second TV spot shows a father-son working together on a classic family car, a young man who uses Pennzoil for his new muscle car, and a scientist who's behind the product's engine-cleaning technology and mechanics. Voiceover says, "Here's to the pursuit. The pursuit of better, faster, cleaner, funner. Here's to the pursuit of advancements that help make new engines possible and dreams a reality. Here's to the pursuit of another 100 years of earning America's trust." Tag: "Not just oil, Pennzoil."

The spots will air nationally on networks including ESPN, VS, History Channel, Fox, Speed, TLC and Comedy Central. The print campaign shows vignettes paired with real stories from Pennzoil customers. Feviu Villarreal appears in one of the print ads, in which he is standing in his shop in front of a car with the hood up. He's holding a bottle of Pennzoil Platinum. The text says: "Here's to the pursuit of: Only giving advice I'd take. In this shop, we've recommended Pennzoil for the 13 years I've been here. As a mechanic, I don't feel confident putting something in someone else's car that I wouldn't use in my own. So here's to the pursuit of treating every car like it was mine."

Print ads will run in vertical publications like Car & Driver, Automobile, Popular Mechanics, and in books like Men's Journal, Budget Travel and Motor Age.

The effort also has Web video interviews with Villarreal in which he talks about his life and involvement with dirt-bike racing. The videos will run on Pennzoil.com/Pursuit and in video banner ads.

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