LEXINGTON, KY: Valvoline has rolled out a motor oil made from 50% recycled oil called NextGen, supported with a PR campaign that communicates the environmental benefits of using less oil.
The campaign is being handled by Valvoline's AOR, Cohn & Wolfe, and includes sponsorship activation, event management, and traditional and digital media outreach.
Blair Boggs, VP of global brands at Valvoline, said in an e-mail that “our communication efforts are focused on educating consumers not only about the innovation behind NextGen motor oil, but about the importance of motor oil recycling and the impact we can have by completing the cycle – changing oil, recycling oil, and using recycled oil products.”
The campaign includes the launch of a website, where consumers can learn how to conserve oil. Visitors can also take an online pledge, called Let's Do M.O.R.E. (Motor Oil Recycling Education). For every pledge to recycle used oil and use recycled oil, Valvoline will donate $1 to the non-profit organization Keep America Beautiful, up to a total of $250,000.
Valvoline has also partnered with Rutledge Wood, co-host of History Channel's Top Gear US and a NASCAR analyst for the Speed Channel. He'll serve as a brand ambassador for NextGen motor oil, making retail and media appearances, as well as participating in training and educational seminars. Boggs would not disclose the budget for the campaign.