Wouldn't You Prefer a Guarantee? Valvoline(R) Expands Engine Guarantee

LEXINGTON, Ky., April 16 /PRNewswire/ -- Automotive travel is a road paved with an endless list of uncertainties. Valvoline® can't control the weather or eradicate traffic jams, but the motor oil pioneer is aiming to eliminate one potential realm of uncertainty – your vehicle's engine longevity. The company has expanded its category-changing Valvoline Engine Guarantee program and is rolling out a new companion advertising campaign. The initial television spots will air during this weekend's opening telecasts of the 2010 NBA Playoffs on multiple networks.

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Extending the Guarantee

The Valvoline Engine Guarantee represents a new direction in the motor oil category, diverging from technical jargon and instead focusing on delivering peace of mind to drivers. Simply register your vehicle at valvoline.com, use Valvoline motor oil regularly, and your engine can be guaranteed – up to 300,000 miles. Originally available only to vehicles with 75,000 miles or less, the mileage threshold has been increased to 125,000 miles opening up the program to the majority of cars on the road. Consumers who sign up now can also receive up to $20 off of their next Valvoline motor oil purchase (for detailed benefits and limitations of the Valvoline Engine Guarantee visit valvoline.com).

"The Valvoline Engine Guarantee is an innovative offering in a category that is too often caught up in claims," said John Ackerman, Brand Manager for Valvoline. "Customers have latched onto the program for the value it delivers, and we're excited to extend the Valvoline Engine Guarantee to more drivers who've come to rely on our products and appreciate the added benefits of a guarantee."

Participants can choose to opt-in to the Valvoline Engine Guarantee program at various levels. Use Valvoline Premium Conventional motor oil for a guarantee up to 150,000 miles; MaxLife® or DuraBlend® Synthetic Blend  motor oils for a guarantee up to 225,000 miles; and for maximum protection and a guarantee up to 300,000 miles use SynPower® Full Synthetic or MaxLife® Full Synthetic motor oils.

Easy to Register

Drivers can register to participate in the Valvoline Engine Guarantee program via a simple three-step process at valvoline.com. The program recently increased the minimum opt-in mileage requirement from 75,000 to 125,000 miles, vastly expanding the opportunity for a significantly larger population of vehicles to be enrolled.

"When 'Probably' Just Doesn't Cut It"

Along with program updates, a new advertising campaign for the Valvoline Engine Guarantee recently debuted. Centered on the premise that there are some situations in life where you need a guarantee, the communications will extend to print, radio, television and online.

The lead spot, entitled "Skydive," humorously illustrates consumers' inherent desire for definitive guarantees, particularly in situations where a "probably" just isn't sufficient. Visit www.valvoline.com/media-gallery/commercials for a sneak peek at the commercials developed by New York-based BrandBuzz.  Future ads will appear within leading men's lifestyle and DIY properties, in partnership with major sporting events, reality programming and via unique online channels.

About Valvoline

Valvoline, a brand of Ashland Inc., has been serving American motorists longer than any other motor oil. The Valvoline family of products includes Eagle One® appearance products, Car Brite® car restoration products, Zerex® antifreeze, SynPower® performance products, Pyroil® automotive chemicals and MaxLife® products created for higher-mileage engines. With more than 800 locations throughout the United States, Valvoline Instant Oil Change® is a leader in serving the quick lube market.

About Ashland

Ashland Inc. (NYSE: ASH) provides specialty chemical products, services and solutions for many of the world's most essential needs and industries. Serving customers in more than 100 countries, it operates through five commercial units: Ashland Aqualon Functional Ingredients, Ashland Hercules Water Technologies, Ashland Performance Materials, Ashland Consumer Markets (Valvoline) and Ashland Distribution. To learn more about Ashland, visit www.ashland.com.

® Registered trademark, Ashland or its subsidiaries

SOURCE Valvoline