Talent speaks directly to the listener in a straightforward manner to grab and hold the consumer's attention.
Philosophy
To address the shift in consumer oil change habits we recommended that Quaker State re-formulate its base brand motor oil - Green Bottle - to provide "protection beyond 3,000 miles." And take great care in the communication of the message as to not encourage consumers to further extend their drain intervals. In the end the consumer should connect with Quaker State because it provides "insurance" when they just can't help going beyond 3,000 miles.
Problem
Today's consumers are busier than ever. With more to do and less time to do it in, their oil change habits have changed. The average oil change interval is now approaching 6,000 miles (vs. the traditional recommendation of every 3,000 miles).