Jiffy Lube® Invites Drivers to "Leave Worry Behind(SM)" New National Advertising Campaign Emphasizes Brand's Mission to Help Make Vehicle Preventive Maintenance a Worry-Free Experience
HOUSTON, June 20, 2012 /PRNewswire/ -- Jiffy Lube International, Inc., the company that pioneered the fast oil change industry and changed the way millions of drivers service their vehicles, recently launched a new national advertising campaign, "Leave Worry Behind(SM)." The campaign highlights the Jiffy Lube commitment to delivering a worry-free vehicle maintenance experience to customers.
The first franchisee-funded national advertising campaign by Jiffy Lube in more than two decades, "Leave Worry Behind" reinforces the brand's core promise: Jiffy Lube believes every driver deserves to be free from the anxiety of keeping their vehicle in top shape. Insight was gathered from drivers to help shape campaign direction and to help inform changes to the businesses.
"We have a 30-year track record as a successful business model and brand, but we are constantly evolving to meet the needs of today's consumer," said Stu Crum, president of Jiffy Lube International. "Part of that journey is to listen to and carefully evaluate customer feedback. When it comes to what drivers are looking for, we believe Jiffy Lube is the best option for their vehicle's preventive maintenance needs and we will continue to differentiate ourselves in the industry."
In recent years, Jiffy Lube developed a number of initiatives to reduce the anxiety often associated with vehicle maintenance. The company expanded its award-winning training program, called Jiffy Lube University (JLU), to help ensure that service centers employ knowledgeable, highly trained technicians. In fact, Jiffy Lube is the only company in the industry to earn the distinction of being an Automotive Service Excellence (ASE) Certified Training Provider. Additionally, Jiffy Lube recently completed a system-wide store re-image program to create a more modern and comfortable customer experience.
Additional changes are being implemented to support the Jiffy Lube commitment to worry free car care. For example, a new Jiffy Lube pledge -- which outlines the "Leave Worry Behind" promise -- is now clearly visible in service centers across North America. The brand will also be expanding its social media presence with a new Jiffy Lube Facebook page, designed to provide fans with helpful tips and information, and to more directly engage with customers and solicit feedback in real time.
"Drivers are holding on to their cars longer, making preventive maintenance more important than ever," said Jeffrey Lack, Director of Brand Marketing for Jiffy Lube International. "Jiffy Lube wants to be the provider for drivers looking to maintain their vehicle and keep their ride on the road for the long-haul. The new 'Leave Worry Behind' campaign hits on just that -- the Jiffy Lube commitment to providing a high-quality, worry-free service experience that gives customers peace-of-mind, and reassures them that we get the job done right."
Created by JWT Atlanta, with media buying handled by Mindshare, the integrated "Leave Worry Behind" campaign includes television, radio, print, digital and social media components. The national campaign debuted on June 11 with two television spots -- "Luge" and "Roller Derby" -- on major broadcast and cable networks. The digital activation includes strategic buys on top online properties such as MLB.com and MSNBC.com to coincide with the 2012 Olympic Games. Additional activations will follow and the campaign creative is available to Jiffy Lube franchisees to support local marketing efforts.
For more information, please visit www.jiffylube.com.
About Jiffy Lube
Jiffy Lube International Inc. ("Jiffy Lube"), with more than 2,000 franchised service centers in North America, serves approximately 21 million customers each year. Jiffy Lube pioneered the fast oil change industry in 1979 by establishing the first drive-through service bay, providing customers with fast, professional service for their vehicles. Headquartered in Houston, Jiffy Lube is a wholly owned, indirect subsidiary of Shell Oil Company. Visit www.JiffyLube.com to learn more about Jiffy Lube and vehicle care.
About Shell Oil Company
Shell Oil Company is an affiliate of the Royal Dutch Shell plc, a global group of energy and petrochemical companies with 90,000 employees in more than 80 countries. We deliver a diverse range of energy solutions and petrochemicals to customers worldwide. These include transporting and trading oil and gas, marketing natural gas, producing and selling fuel for ships and planes, generating electricity and providing energy efficiency advice. We also produce and sell petrochemical building blocks to industrial customers globally, and we are investing in making renewable and lower-carbon energy sources competitive for large-scale use. In the U.S., we operate in 50 states and employ more than 20,000 people delivering energy in a responsible manner. For more information, visit www.shell.us.
Notes to Editors
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SOURCE Jiffy Lube International, Inc.