Motor Oil for Mean, Green Machines

Just in time for Earth Day, a company called Green Earth Technologies is rolling out an ad campaign for G-Oil, which is billed as a biodegradable, environmentally safe motor oil.

GET ran the first ad for G-Oil last weekend during Speed TV’s coverage of the American Le Mans series. An animated 30-second spot, from Grey unit Alliance, illustrates the product’s Earth-friendly properties by showing a race car producing new trees wherever it goes. A voiceover, by The Dukes of Hazzard star Tom Wopat, also attempts to solidify the oil’s cred with gearheads: “If the G can race in the American Le Mans series, you can bet the redwoods your car can run on it, too.”

The concurrent timing of the race and Earth Day helps GET disseminate its dual message, said Courtney Jacobs, development director for PR and marketing at Alliance. “One of the primary reasons we partnered with the American Le Mans Series was to reinforce the high performance of a green product,” she said. “Our goal with the TV spot was to romance the oil and feature our strong tie-in with motor sports in a fast-paced, cool and eye-catching way.”

G-Oil is a patent-pending concoction made with “American-grown base oils,” as the company’s marketing materials describe it. Even the bottles are 100 percent recyclable and made at least in part from “postconsumer content.”

As other marketers have discovered, though, those kind of claims don’t find currency with all consumers. Hence, the focus on performance. “We’re trying to appeal to a mass market,” said Jeff Loch, founder/chief marketing and brand officer at GET. “From our research, we’ve found every consumer is a green consumer if given a product that is of the same quality and price as nongreen products.”

Spending was not disclosed. When Alliance won the account in 2008, it was valued at $5 million.

See also: “True Green – Marketing Green Products Can Be Tricky”

Publish date: April 20, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT