Brand Development
Universal Lubricants - Eco Ultra

The new green is blue. Consumers want to choose environmentally friendly products, but not if they’re too far out of the mainstream. The Eco Ultra logo in blue and platinum communicates quality, performance and reliability.
The interlocking “drops” represent the transformation of used oil into high-quality synthetic blend oil. Focus groups overwhelmingly chose the brand promise “Motor Oil, Redefined” as the phrase that told them the most about the product.

Packaging Design
Universal Lubricants - Eco Ultra

Introducing the nation’s first retail motor oil in a flexible package — the latest in a line of motor oil containers. Consumers are drawn to innovative products, ones that are completely re-engineered in new and better ways. The Eco Ultra FlexPak offers true innovation, inside and out.

Industry Promotion Video
Universal Lubricants - Eco Ultra

To help introduce and sell Eco Ultra products into retail stores, a video illustrates the key benefits and features of the FlexPak. Facts about the FlexPak’s tested toughness, ease of use and better pour qualities help educate the industry about why this package (and this product) offers a better way to change oil.

Trade Show Booth
Universal Lubricants - Eco Ultra

The Automotive Aftermarket Product Expo (AAPEX) held annually provided the venue to officially launch the Eco Ultra FlexPak and attract attention from retailers to the performance and innovative qualities of Eco Ultra motor oils. A large hanging box sign with the FlexPak image and “Evolution/
Revolution” messaging announces the coming change in motor oil packaging. 

Trade Show Booth
Universal Lubricants - Eco Ultra

The Automotive Aftermarket Product Expo (AAPEX) held annually provided the venue to officially launch the Eco Ultra FlexPak and attract attention from retailers to the performance and innovative qualities of Eco Ultra motor oils. A large hanging box sign with the FlexPak image and “Evolution/
Revolution” messaging announces the coming change in motor oil packaging. 

Trade Show Booth
Universal Lubricants - Eco Ultra

The Automotive Aftermarket Product Expo (AAPEX) held annually provided the venue to officially launch the Eco Ultra FlexPak and attract attention from retailers to the performance and innovative qualities of Eco Ultra motor oils. A large hanging box sign with the FlexPak image and “Evolution/
Revolution” messaging announces the coming change in motor oil packaging. 

In-Store Product Support
Universal Lubricants - Eco Ultra

A full line of point-of-sale marketing pieces is available to retailers to help educate and attract the attention of consumers. At every turn the strategy is to remind customers that Eco Ultra
is a high-performance product that happens to also be better for the environment. And, because it is
re-refined from collected used oil, buying Eco Ultra helps reduce
reliance on foreign oil. 

In-Store Product Support
Universal Lubricants - Eco Ultra

A full line of point-of-sale marketing pieces is available to retailers to help educate and attract the attention of consumers. At every turn the strategy is to remind customers that Eco Ultra
is a high-performance product that happens to also be better for the environment. And, because it is
re-refined from collected used oil, buying Eco Ultra helps reduce
reliance on foreign oil. 

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Eco Ultra

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.

New Brand Identity
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Environmental Design
H+W designed a three-dimensional display for Spirit AeroSystems at the Eisenhower National Airport. Bright color, movement and video all work together to further the brand.
Agency News
Please help us welcome two employees,
Art Director Dustin Commer and Account Executive/Brand Manager Doug Minson - now part of the Howerton+White team.
Marketing Trends
Online video content keeps growing.
It's now 50% of all mobile traffic. From
consumer brands to b2b, H+W is delivering engaging content, tailored for each brand.
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