Valvoline Needs Help Reaching DIY Guys Who Love Their Cars

Brand is in late stages of an advertising review

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Valvoline, which is in the late stages of a creative and media review, needs ads that speak to guys in their late teens, 20s and 30s who are passionate about their cars and like to do things themselves, according to the brand's request for proposals.

Complicating that mission is a "pervasive belief in the category that 'what I've always used has always worked, so why change?'" the document notes. So, "trust can be a major component in quality perceptions," even though "it is difficult to 'prove' differences between brands of motor oil."

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