Pennzoil Looks for Clarity

The agency that wins Pennzoil Motor Oil’s estimated $30 million business will be asked to clarify a muddled marketing message and differentiate the brand in a crowded field, client svp of marketing Steve Hanson said.

Pennzoil’s positioning has been “a little confused” and too close to that of sister-product Quaker State, said Hanson.

Shell Lubricants, the brand’s owner, wants advertising that will specifically target drivers who want to coddle and protect their engines.

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