Quaker State Positioned As Brand For Durability

Pennzoil-Quaker State Canada has announced a new positioning of the well-known Quaker State brand to focus on durability and the demands of the commuter.

The market positioning comes in concert with a doubling of the wear protection of Quaker State brand products. The new Quaker State positioning will apply to all Quaker State offerings, including conventional Advanced Durability, Higher Mileage Engine, Enhanced Durability synthetic blend, and Ultimate Durability full synthetic oils.

Key features of the repositioning include the new formulation as well as updated packaging. In addition, consumer promotions will focus on the “World’s Worst Commute” campaign to drive home the durability message.

The decision follows extensive consumer research, says Amanda Li, marketing director, Pennzoil-Quaker State Canada. That research found that concerns focused on durability.

“Consumers said that they drove a lot of hours, and sometimes in harsh conditions. They worried about how tough this was on their car’s engine.”

The positioning is part of a three-pronged “revitalization” of the brand, which also includes a move from the “Q” brand and back to the Quaker State identity to encompass all offerings, as well as a recommitment to the trade and channel partners. There will be a number of marketing tools provided to the industry to reinforce the messages throughout the distribution chain.