Valvoline

Creative Strategy - How The Tough Get Going

CASE REVIEW

While Valvoline commands respect with consumers, the same cannot be said of those operating fleets and industrial equipment in the heavy duty space. But when you invented the category over 150 years ago and operate the most innovative motor oil company in the world, you don’t really back down from challenges.

ROLE

Chief Creative Officer

AGENCY

Cornett | Valvoline Brand Team

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WHEN THE GOING GETS TOUGH

That challenge is a competitive set made up of some of the biggest companies in the world. Exxon’s Delvac and Shell’s Rotella brands can drive the price down because of their volume, and end-to-end production from pulling crude out of the ground to a vast network of Installers. It doesn’t take a lengthy creative brief to underscore the tall task of dethroning such competition and communicating to their long standing relationships why Valvoline is worth the change.

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VALVOLINE MEANS BUSINESS

How The Tough Get Going become the rallying cry for the brand. More than a tagline, it sets the tone for how Valvoline does business. The brand film and testimonials drove the conversation forward, wearing the shared-belief of the brand and consumer on their sleeve, Valvoline’s National Sales Team roared by landing new accounts for double-digit growth year over year.

Brand Movements Through Culture