When it comes to creating effective packaging, lubricant marketers may feel like they are aiming at a moving target. How can a package hit the bull’s eye in the center of sustainability, product differentiation, performance claims and many other priorities—all in a format that consumers and other end users can easily understand?
Being aware of potential stumbling blocks can help marketers design packaging and labels that land dead center.
Gone are the days when an SAE 10W-40 would cover all engine oil applications. Modern engines require an increasingly complex balance of chemistry to keep them in optimum condition, which has led to a wider range of lubricants being required to service different equipment. This means a higher product count to manage, increased stockholding and higher costs for both marketers and end users.
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To help lower product counts and stocks, marketers want to make products that can claim as many specifications as technically feasible.