Quaker State
Point of Purchase Campaign
Goal:
Encourage selection of Quaker State oil at quick lube service centers.
Challenges:
-
There is a great deal of competition for Point of Purchase (POP) space at quick lube service centers for products and services with higher profit margins.
-
Quaker State POP materials had been using repurposed headlines from sister brand Pennzoil which are not in Quaker State's unique brand voice.
Tactics:
-
Find unique, unused places to display POP materials.
-
Find ways to make materials value-added to encourage their use by retailers.
-
Create POP materials to reacquaint consumers with Quaker State - the "tough guy" who doesn't take itself too seriously.
-
Promote Quaker State's Reasons to Believe (RTB).
I led this project and wrote headlines.
Waiting Room Poster with RTB Messaging
Window Screens with Brand Voice Messaging
This an example of a utilitarian give-away to retailers that would expose consumers to Quaker State messaging as they entered the store.
Service Bay Banner with Brand Voice Messaging
Changes Magazine
The target audience for this parody magazine were women who, research shows, are frequent customers at these service centers. The cover headlines are plays on words related to oil and the inside story communicates the RTBs through a romance story. The story was written in a way that does not talk down to women or assume they know nothing about cars by placing them in the roles of an educated customer and the service center employee.
Magazine Copy
Mom always told me to shop around – to never settle. But when Rachel, the woman behind the counter at the quick lube shop, introduced me to Quaker State, I knew I’d found my forever oil.
I brought my car in for an oil change on a Saturday morning. I usually change the oil myself, but it was due for a routine checkup, so I brought it in to my local shop for the works.
I’d heard all the old lines before, so when Rachel started going on about Quaker State, I gave her a look that let her know I was someone who knew their way around an engine.
“Quaker State will keep your engine clean and provide excellent protection against the formation of sludge and other harmful deposits,”(1) Rachel said.
More...
In-store Posters with RTB Messaging
Quaker State Coffee Cup and Sleeve
The goal for vaule-added giveaways was to tie their usage to RTBs or the brand voice through headlines.
Quaker State Tissue Boxes
