Please provide an overview of Valvoline marketing over the past two years.
Over the past two years, Valvoline had created two major campaigns: 150th-anniversary celebration and ‘Never Idle’ campaigns. Both campaigns highlighted the company’s legacy and its drive for constant innovations. Other campaigns that were created included partnerships with English football club Manchester City and the film Transformers: The Last Knight, and the launch of Valvoline Drives, a web-based coupon promotion. Below, I will provide the key messages from the 150th-anniversary celebration and ‘Never Idle’ campaigns, and information on other campaigns that were created over the past two years.
150TH ANNIVERSARY CELEBRATION
On January 14, 2016, Valvoline, which was founded in 1866, announced that it would be launching a series of commemorative initiatives throughout 2016 as part of its 150th-anniversary celebration. Two of the initiatives included partnerships with Hendrick Motorsports and racer Paul Menard.
As part of its partnership with Hendrick Motorsports, four Pit Pals Bobbleheads featuring drivers such as Kasey Kahne, Chase Elliott, Jimmie Johnson, and Dale Earnhardt Jr. were created. Customers had the opportunity to collect them with the purchase of every five quarts of any Valvoline Motor Oil. A series of videos featuring the four drivers were also produced. One of the videos featured a staring contest between Jimmie Johnson and his bobblehead.
On February 22, 2016, Valvoline announced that it had partnered Menards home improvement centers and Richard Childress Racing driver Paul Menard for a series of sponsorship initiatives. As part of the partnership, Valvoline was the co-primary sponsor for Menard’s racecar’s hood branding in four NASCAR Sprint Cup Series races. Menard was also featured in Valvoline LEGACY video series.
On March 7, 2017, Valvoline announced the launch of its ‘Never Idle’ campaign, “a series that highlights the never-settling spirit and get-it-done attitude that are not only hallmarks of Valvoline’s consumers and customers, but are also deeply rooted at the core of the company’s DNA.” The campaign was created by a creative agency called Big, and it featured two commercials named ‘Run’ and ‘Jet.’ The ‘Never Idle’ microsite contains the two TV spots and also mentioned that the company “never stopped innovating, creating, thinking and reimagining what’s possible under the hood.”
‘Run’ featured British philosopher Alan Watts’ “metaphysical musings on the nature of time and space,” while ‘Jet’ featured American author, motivational speaker, and media personality Les Brown telling the audience that they “can have fears, but don’t surrender.” Valvoline VP of marketing Jamal Muashsher stated that the videos targeted “car enthusiasts and DIYers who are always looking to do more, to get better, and to get the most of their rides.” A TV spot with the taglines ‘150 Years Under the Hood’ and ‘Never Idle’ was also created.
OTHER MARKETING CAMPAIGNS/PARTNERSHIPS
On October 12, 2016, it was announced that Valvoline had signed a multi-year agreement with English football club Manchester City to become its Official Automotive Lubricants Partner. According to Sam Mitchell, Chief Executive Officer of Valvoline, the partnership “is a great fit, connecting two future-oriented global brands, each with a strong heritage and committed to the shared value of winning the right way.”
On February 13, 2017, Valvoline announced that it had launched Valvoline Drives, a web-based coupon promotion that provides discounts proportionate to customer loyalty. This program targeted motorists who pulled into lube joints.
On May 9, 2017, it was announced that Valvoline would become the Official Synthetic Motor Oil for the film Transformers: The Last Knight. As part of the partnership, customers who purchased any five quarts of Valvoline Full Synthetic Motor Oil would have the opportunity to receive a free special-edition Valvotron action figure. A TV spot to promote this partnership and the film was also created. The commercial featured a group of people, including NASCAR driver Dale Earnhardt, Jr. sharing their appreciation for receiving protection from the Autobots and Valvoline providing them with performance synthetic motor oil.
In conclusion, the 150th-anniversary celebration and ‘Never Idle’ campaigns were created to highlight Valvoline’s legacy and its drive for constant innovations. Over the past two years, campaigns such as partnerships with English football club Manchester City and the film Transformers: The Last Knight, and the launch of Valvoline Drives, a web-based coupon promotion were also created.