Quaker State is promoting its Defy brand a synthetic blend of motor oil. The effort, via Doner, includes TV, digital, radio, an updated website, in-store promotions and point of sale collateral. NASCAR Driver Dale Earnhardt Jr. is featured throughout the campaign along with voiceover work from Jon Bernthal, star of “The Walking Dead.”
The point of sale poster and shelf talker each utilize the new smartphone technology Aurasma, which enables consumers to watch a video message from Dale Jr. The Do-It-For-Me promotion includes a service certificate for money off the next oil change when customers choose Quaker State Defy Motor Oil. Walmart will be running a special promotion for five quarts of Defy with a filter.