Quality You Can Ignore
SK is among the world’s largest makers of base engine oils. Though their products are ingredients in most oils, they wanted to enter the U.S. market with their own consumer brand, ZIC. Our directive was to identify an audience and strategize a winning point-of-purchase campaign. What we found was multi-generational loyalty with existing American brands. The only way in would be through younger drivers who had yet to establish a favorite. The next problem; millennials didn’t seem to care about cars. Our solution was to embrace the insignificance of the category with oil so good you can ignore it. Then, we built millennial thought bubbles to show everything on (and not on) our customers’ minds.
