Valvoline has expanded its Valvoline Engine Guarantee program and is rolling out a new companion advertising campaign. The initial television spots aired during this past weekend’s opening telecasts of the 2010 NBA Playoffs on multiple networks.
The Valvoline Engine Guarantee represents a new direction in the motor oil category, according to Valvoline — diverging from technical jargon and instead focusing on delivering peace of mind to drivers.
All motorists are required to do is register their vehicles at valvoline.com, use Valvoline motor oil regularly and their engines can be guaranteed up to 300,000 miles. Originally available only to vehicles with 75,000 miles or less, the mileage threshold has been increased to 125,000 miles opening up the program to the majority of cars on the road. Consumers who sign up now can also receive up to $20 off of their next Valvoline motor oil purchase.
"The Valvoline Engine Guarantee is an innovative offering in a category that is too often caught up in claims," said John Ackerman, brand manager for Valvoline. "Customers have latched on to the program for the value it delivers, and we’re excited to extend the Valvoline Engine Guarantee to more drivers who’ve come to rely on our products and appreciate the added benefits of a guarantee."
Participants can choose to opt-in to the Valvoline Engine Guarantee program at various levels. Use Valvoline Premium Conventional motor oil for a guarantee up to 150,000 miles; MaxLife or DuraBlend Synthetic Blend motor oils for a guarantee up to 225,000 miles; and for maximum protection and a guarantee up to 300,000 miles use SynPower Full Synthetic or MaxLife Full Synthetic motor oils.
Along with program updates, a new advertising campaign for the Valvoline Engine Guarantee recently debuted. Centered on the premise that there are some situations in life where you need a guarantee, the communications will extend to print, radio, television and online.
The lead spot, entitled "Skydive," humorously illustrates consumers’ inherent desire for definitive guarantees, particularly in situations where a "probably" just isn’t sufficient. Visit www.valvoline.com/media-gallery/commercials for a sneak peek at the commercials developed by New York-based BrandBuzz. Future ads will appear within leading men’s lifestyle and DIY properties, in partnership with major sporting events, reality programming and via unique online channels.