The company is using a package-goods strategy to market its new Quaker State 4x4 motor oil, a lubricant specifically for light trucks, sport-utility vehicles and minivans.
With 4x4, Quaker State hopes to create a special motor oil segment for these non-car vehicles.
The No. 2 motor oil marketer "set out to try to simplify for our consumers what they ought to put in their car," said Herbert Baum, chairman, president and CEO.
Mr. Baum, who left Campbell Soup Co. more than a year ago, said the idea for 4x4 motor oil stemmed from visits to a few stores during his first week on the job.
"When I got to the shelf-even though I had been driving a car for a thousand years-I didn't understand what [the brands and grades of] motor oil meant," he said.
With 4x4, Quaker State is responding to the growing popularity and sales of light trucks, sport utility vehicles and minivans.
Quaker State 4x4 hits stores this month and will be followed by a $5 million marketing campaign in late October.
The campaign from Chiat/Day, Venice, Calif., will consist of one 30-second TV spot, with radio and coupon support. The campaign's second phase will begin in January issues of special interest titles.
Mr. Baum said Quaker State won't use the strategy just for 4x4. "We are looking to bring a packaged-goods philosophy to marketing motor oil and other automotive aftermarket products in the lubricants area. We won't stay with motor oil alone as we go on in time."