BARENDRECHT, Netherlands – A bolder look and feel will now greet consumers of Valvoline™ branded products sold across Europe, the Middle East and Africa (EMEA). Valvoline International Inc., an affiliate of Ashland Consumer Markets, a commercial unit of Ashland Inc. (NYSE: ASH), is launching a new shelf identity for its premium passenger car and heavy-duty lubricants and gear oils sold in one-, four- and five-liter packaging in the EMEA region.
The new labels feature a product benefits section, as well as prominent placement of the Valvoline logo. In addition to vibrant metallic colors, the new bottles are easier to pour with unique, ergonomically designed handles. Conversion to the new packaging, a global standard for Valvoline products, will begin with select EMEA inventories in summer 2010 and is targeted to be completed by the end of the calendar year.
“The high-performance Valvoline brand extends beyond the formulation of our products,” said Wil Jochems, Valvoline product manager for EMEA. “With more than 140 years of product development history, we looked at the needs of the market and our channel partners in the region and developed innovative new packaging that complements our next-generation lubricant technologies.”
“The new packaging introduction is part of an aggressive campaign to connect further with consumers and increase the visibility of the Valvoline brand in the EMEA region” said Paul Taylor, Valvoline marketing manager for EMEA. “We also developed the new packaging to make it easier for consumers to select the right products.”