Universal Lubricants in Wichita, Kansas, is one of only five re-refineries in North America. The company collects used oil and, using today’s most advanced refining techniques, purifies and blends the oil — turning a previously nonrenewable resource into a renewable one.
Eco Ultra Synthetic Blend Motor Oil and the Eco Ultra line of products from Universal are used by fleet managers, installers and service centers across the U.S. Previously a business-to-business product only, Howerton+White is helping to build the Eco Ultra brand and position the motor oil within a highly competitive motor oil retail market.
Based on extensive primary and secondary research, H+W is positioning Eco Ultra as a performance product that just happens to be eco-friendly, rather than leading with “green” language and visuals.
Second, the product is paving the way for the next evolution of motor oil packaging with its introduction of the Eco Ultra FlexPak. As the first motor oil in America to go to retail in a flexible package (used successfully worldwide), Eco Ultra is creating excitement in the industry by focusing on innovation and the performance aspects of re-refined oil.
At the product’s official industry launch at the Automotive Aftermarket Product Expo (AAPEX) in Las Vegas, the Eco Ultra FlexPak won the New Packaging Award in Innovation.
It’s re-refined inside and completely redesigned outside. Welcome to motor oil, redefined.