The challenge was to launch a major global oil brand in the United States amid an established US market that is extremely loyal to a host of legendary brands. Client research showed that there was a way in through millennials just entering the vehicle service market. One big problem — millennials didn't seem to care about cars!
We decided to feature audience lifestyles by celebrating "millennial thought bubbles" and highlighting the insignificance of the category to the target. The better the oil, the less often you ever have to deal with it. This light self deprecation begins to build an endearing reputation that is far from the rest of the racing hero/gear head category. We call it QUALITY YOU CAN IGNORE. "If you have to think about motor oil, think about it just once."
SK continues to make strong inroads to the US. A distribution strategy that places the product in west coast service retailers has been well received so far and we believe the campaign (and counterintuitive brand personality) is just getting started.