Kendall Motor Oil

Since 1881, the Kendall Motor Oil brand has been recognized as a long-standing leader in automotive oil and lubricants technology and product innovation. The brand had a strong customer following and a dedicated and successful distributor network. However, the company was thrown into turmoil as a result of numerous consolidations, mergers and acquisitions, and hired Formula to improve internal and external perception of the brand.

Challenges:

• Distributor network felt neglected and unsure about the future of the brand
• ales were holding steady, but not growing
• Limited product recognition and awareness outside of core regions

Strategy:

• Create a taskforce of top distributors called Partners in Business to serve as a voice for the national distributor network by providing input and suggestions on marketing initiatives to the new management team
• Develop an internal email newsletter (called Kmail) to foster communication within the organization and gain confidence from Marketers
• Implement aggressive media relations strategy designed to re-educate the media about the Kendall Motor Oil brand and secure significant media exposure to enhance confidence in the brand
• Launch a trade show campaign that leverages Kendall’s presence at industry trade shows by raising the brand’s profile among attending media
• Improve TEAM KENDALL communication program, including quarterly newsletter development, Racer of the Month award, and media relations outreach to recognize Marketers leveraging motorsports to build the Kendall Motor Oil brand

Results:

• Partners in Business taskforce input resulted in the consolidation of Kendall’s entire line of motor oils into a single line branded under its high performance racing product, GT-1^®, which served to reinforce Kendall’s rich racing heritage
• Kmail e-newsletter resulted in a timely, comprehensive weekly communications tool that distributors have grown to rely upon for all necessary corporate information
• Media relations campaign resulted in coverage in key trades including Motor Age, National Oil and Lube News and Modern Tire Dealer, resulting in six million gross impressions and more than $600,000 in ad value
• Sales of the new GT-1^® line jumped 30 percent immediately following the launch
• Trade Show campaign targeted vital shows including AOCA, AAPEX and SEMA, enhancing brand exposure via press attendance to GT-1^® launch cocktail party and interviews and feature articles from target media including Motor, National Petroleum News and Lubes N Greases
• Increased participation in TEAM KENDALL campaign, raising grassroots promotion of the Kendall brand at racetracks across the country

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