Shell Rotella has the best lubricant on the market technically engineered to perform better than conventional oil. But it’s a premium synthetic product and more expensive. How to get self-proclaimed expert diesel owners to reevaluate conventions and trade up? By launching a new retail communication channel that challenged preconceived beliefs and clean-store policies.

• Brought expert engine builder Adam Koester into the aisles of every store to ask “Are You an Oil Expert?”
• Assumed category leadership position via brand-agnostic augmented-reality education triggered via QR codes.
• Challenged consumers with engine oil facts and data, debunked myths, and incentivized Shell Rotella purchase.

Results

By creating this owned channel, Shell Rotella immediately earned a 25%+ sales lift. Additionally, Shell redesigned its packaging to feature the QR code to ensure the evergreen adoption of this channel across retail.