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Wouldn’t You Prefer a Guarantee? Valvoline® Expands Engine Guarantee


Innovative Program Now Open to More Drivers, New Advertising Debuts

April 16, LEXINGTON, Ky. – Automotive travel is a road paved with an endless list of uncertainties. Valvoline® can’t control the weather or eradicate traffic jams, but the motor oil pioneer is aiming to eliminate one potential realm of uncertainty – your vehicle’s engine longevity. The company has expanded its category-changing Valvoline Engine Guarantee program and is rolling out a new companion advertising campaign. The initial television spots will air during this weekend’s opening telecasts of the 2010 NBA Playoffs on multiple networks.

Extending the Guarantee
The Valvoline Engine Guarantee represents a new direction in the motor oil category, diverging from technical jargon and, instead, focusing on delivering peace-of-mind to drivers. Simply register your vehicle at, use Valvoline motor oil regularly, and your engine can be guaranteed – up to 300,000 miles. Originally available only to vehicles with 75,000 miles or less, the mileage threshold has been increased to 125,000 miles opening up the program to the majority of cars on the road. And, consumers who sign up now can receive up to $20 off of their next Valvoline motor oil purchase (for detailed benefits and limitations of the Valvoline Engine Guarantee visit
Participants can choose to opt-in to the Valvoline Engine Guarantee program at various levels. Use Valvoline Premium Conventional motor oil for a guarantee up to 150,000 miles; MaxLife® or DuraBlend® Synthetic Blend motor oils for a guarantee up to 225,000 miles; and, for maximum protection and a guarantee up to 300,000 miles, use SynPower® Full Synthetic or MaxLife® Full Synthetic motor oils.

“When ‘Probably’ Just Doesn’t Cut It”
Along with program updates, a new advertising campaign for the Valvoline Engine Guarantee recently debuted. Centered on the premise that there are some situations in life where you need a guarantee, the communications will extend to print, radio, television and online.
The lead spot, entitled “Skydive,” humorously illustrates consumers’ inherent desire for definitive guarantees, particularly in situations where a “probably” just isn’t sufficient. Visit for a sneak peek at the commercials developed by New York-based BrandBuzz. Future ads will appear within leading men’s lifestyle and DIY properties, in partnership with major sporting events, reality programming and via unique online channels.


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