Valvoline has launched a new marketing campaign highlighting its lubrication credentials as the first brand of motor oil to be trademarked in the US. The campaign will feature a contemporary version of its iconic logo used in the 1960s and 1970s.
The company was founded in 1866 when Dr. John Ellis discovered that crude oil could be distilled to produce an effective petroleum-based lubricant. The Valvoline brand was trademarked shortly afterwards and soon began using the curved words in its logo, much like the logo being promoted in the new campaign.
Valvoline has continued to progress ever since, with it constantly reinventing and innovating its lubricants, especially for the automotive sector. Among its many achievements, it developed the first blended synthetic motor oil, the first racing motor oil, and the first engine oil for high-mileage motors.
Valvoline’s chief marketing officer. Heidi Matheys, said about the new campaign:
“This campaign is about celebrating Valvoline’s place as an American original. Not only are we the first trademarked motor oil brand in the U.S., but we are also an American-owned and operated company that had a significant role in shaping the nation’s passion for cars, racing and the American road.”
Valvoline products are now of course available in more than 140 countries around the world, including many European ones. The firm’s product range is also not limited to automotive lubricants like motor oil and transmission oil—it also now includes industrial products like compressor oil and circulation oil, as well as heat-transfer oil.