Royal Purple Launches New ‘No Matter What Drives You’ Branding Campaign

“No Matter What Drives You” is the new, multiphase branding campaign from Royal Purple, the global synthetic lubricants brand. The new campaign is designed to expand the company’s growing consumer success in the premium synthetics category into new markets and industries.

“Royal Purple products have earned exceptional word-of-mouth awareness because we have delivered superior results for 35 years,” says Rusty Waples, director of brand and product marketing at Calumet Branded Products, which owns and manufactures the Royal Purple brand. “In developing a branding campaign, it was critical for us to pay homage to this. People talk about the Royal Purple brand because of how we have delivered consistent lubrication results. Now, we want to share that message with a broader audience and show them what drives our loyal customers to choose Royal Purple.”

The new branding campaign “positions Royal Purpleas the brand driven to produce the best possible synthetic products ‘No Matter What Drives You,'” adds Waples. “It might be family safety for a daily driver, reduced costs for a mining company, reliability for a ship or a farm tractor, a competitive edge for a racecar driver, or an environmentally friendly way to do business. At its heart, this campaign is designed to position Royal Purpleas the best solution, no matter what the need and no matter where it’s needed.”

In addition to Royal Purple, Calumet Branded Products’ other brands include TruFuel, Bel-Ray and others.




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