Shell Lubricants

Douglas Kooyman, Global Product Director
Gena Fishbeck, Associate Brand Manager

J. Walter Thompson Atlanta *Lead Agency

Chris Hooper, Group Account Director
Paul Schocknecht, Dir. Digitlal Experiene
Erin McGivney, Account Director
James Robbins, Senior Brand Planner
Dustin Tamilio, Group Creative Director
Jeremy Jones, Exec. Creative Director

Coyne PR

Michael Salzillo, Vice President
Chris Tamburino, Senior Account Supervisor

Synthetic motor oils, led by Mobil 1, were replacing conventional where Pennzoil is king. We had to become a synthetic brand, or die trying. We tried a synthetic product claim and leaned a lesson consumers really dont care about motor oil. So we narrowed our audience to Automotive Enthusiasts and attached Pennzoil to what they care most about PERFORMANCE that only a top synthetic can deliver. The Airlift Drift campaign effectively established a new brand voice, engaged Enthusiasts socially, and proved that we can beat Mobil 1.