When new lubricant standards come to market, suppliers usually have to alter labels, for example swapping out an old API donut or ILSAC starburst on engine oils for the new version. But rather than stopping at that minor change, presenters at the Petroleum Packaging Councils spring meeting advised using the moment to refresh marketing strategies and methods.
With the API SN Plus category supplement now on the market and the new ILSAC GF-6 specification expected by 2020, passenger car engine oil labels will need to be revised. The labels need to be updated anyway, so why not take an unfortunate requirement and turn it into a competitive advantage? asked Mark Elliott, brand manager at Amphora Brand Design. The Appleton, Wisconsin-based package design and marketing firm specializes in consumer product packaging.