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NEW YORK Pennzoil will change both its message and the label on its long-standing yellow container in a new campaign breaking during the Feb. 17 Daytona 500.
The campaign, themed “Feel the clean,” via Doner, Southfield, Mich., repositions the brand with a positive spin, replacing the more cautionary “Engine protection” theme, brand executives said. The company also plans to boost its ad spend by 27 percent, according to Jeffrey Lack, global marketing manager at Pennzoil, Houston.
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