Shell revamps product portfolio

Shell Lubricants has unveiled its revamped Shell Rotella Energized Protection product portfolio, which is part of a bold initiative in brand positioning and marketing strategy for the leading brand of heavy duty engine oil in the United States.

The Shell Rotella Energized Protection portfolio features a new synthetic blend engine oil, a new formula for its full synthetic engine oil and a new performance claim for Shell Rotella T Triple Protection.

All Shell Lubricants heavy duty engine oils have been consolidated under the Shell Rotella Energized Protection portfolio in an easy to understand ladder of protection. All Shell Rimula, Pennzoil Long Life and Quaker State HDX products have been renamed and will be enfolded into the portfolio of Shell Rotella Energized Protection oils in the first quarter of 2010. The portfolio meets the requirements of on- and off-highway equipment, including the latest vehicles fitted with diesel particulate filters (DPF) and catalysts. All Shell Rotella multi-grade engine oils meet API CJ-4 standards Shell Lubricants CI-4 PLUS engine oils will be phased out by the end of 2009.

“The strengthening of Shell Rotella synthetic product offerings, along with moving to strictly API CJ-4 products further reinforces the technological leadership position of Shell Lubricants and will enable Shell Rotella to continue to build on its position as the No. 1 heavy duty engine oil in terms of market share, brand preference and brand awareness in the United States,” said Lisa Davis, vice-president, lubricants Americas. “The portfolio is built around Shell Rotella T Triple Protection, which is backed by over 40 million miles of punishing on- and off-highway testing.”

Shell Rotella Energized Protection is led by the new formulation of Shell Rotella T6 Full Synthetic SAE 5W-40 oil, which offers protection for the latest low emissions technology for after treatment systems and helps promote energy savings and maintenance savings.

All Shell Rotella heavy duty oils provide protection in three critical areas by helping to control acids, deposits and wear. The adaptive technology in Shell Rotella allows the oil to protect across all driving conditions, physically or chemically reacting to the ever-changing needs of an engine.

Shell Rotella Energized Protection will be supported by a completely new advertising campaign that will focus on print, online and radio outlets, as well as truck stops. Additional support will come from education symposiums, national sponsorships, promotions, public relations, experiential-marketing, merchandising and tradeshows.

“The Shell Rotella Energized Protection product portfolio is designed to help Shell Lubricants lead the industry in customer value, market share, owner-driver loyalty and programs that assist customer growth and success,” said Davis.

The Shell Lubricants 2010 Emissions Symposium will tour 10 cities in September and October 2009. Shell representatives will present and discuss the various new emission control technologies, equipment changes, lubricants and coolants.

The Shell Rotella Road Show has been updated inside and out in order to focus on educating consumers about the Shell Rotella Energized Protection product portfolio and our technological leadership in heavy duty engine oils. The experiential-marketing truck travels to consumer and corporate events around the country.

For more information about Shell Rotella Energized Protection products visit