New Pennzoil 'Feel the Clean' Position Kicks Off as Daytona 500 Takes Center Stage

Focuses on strong technical claims involving active cleansing agents

HOUSTON, Feb. 13 -- Pennzoil(R), America's top-selling motor oil, has embarked upon a new brand strategy that makes strong claims about the oil's ability to help keep a vehicle's engine clean, and a clean engine's connection to the driver. The bold new brand initiative is built around the theme of "Feel the Clean," and will be supported by a new advertising campaign that will make its debut with new television, print and online ads scheduled to launch around the Daytona 500.

"As leaders in the industry, we are truly excited about introducing this innovative positioning and uniquely positive marketing approach for Pennzoil, our No. 1 motor oil brand," says Steve Harman, president of Shell's US lubricants business, makers of Pennzoil. "This new focus on Pennzoil's active cleansing agents highlights the product line's advanced technology in a way that is meaningful for consumers and ties into the connection that many of them feel with their vehicles."

Developed by the Pennzoil brand team and its creative agency, Doner, Detroit, the new advertising and marketing campaign is designed to emphasize the active cleaning ability of all Pennzoil motor oils and the positive effect that has on helping to maintain engine responsiveness and the overall driving experience. The most prominent products featured in this effort are Pennzoil conventional motor oil and Pennzoil Platinum(R) full synthetic motor oil with adaptive molecules.

The creative concept developed for the new positioning highlights the relationship between driver and vehicle, focusing on Pennzoil's ability to actively help keep the engine clean, allowing the driver to "feel the clean." This new positioning is backed by strong technical claims of active cleansing agents that help prevent dirt and deposits from forming in the engine, and seeks to tap into the experience a driver should have operating a cleaner engine -- what your engine feels, you feel.

  The fresh, new approach by the Pennzoil brand is led by two strong claims:
    -- Pennzoil Platinum full synthetic motor oil: Cleans three times better
       than the leading conventional oil(1).
    -- Pennzoil conventional motor oil: No leading conventional oil helps
       keep engines cleaner than Pennzoil motor oil(2).

Print advertising will begin in February in select consumer, automotive and trade media, while television and radio spots will kick off during coverage of the high-profile Daytona 500 in an effort to reach automotive enthusiasts, a key target audience for Pennzoil. The race's defending champion and driver of the #29 Shell/Pennzoil car, Kevin Harvick, will be one of the focal points of the race coverage.

"Having defending Daytona 500 champion Kevin Harvick racing for victory in the #29 Shell/Pennzoil car will help spread Pennzoil's message of active cleansing agents," says Troy Chapman, Pennzoil Brand Director.

"Our goal was to prominently present a strong message about the active cleansing agents in Pennzoil motor oils and demonstrate that a clean engine can help enhance the driving experience," says Matt MacDonell, SVP, Doner. "Launching the advertising campaign during the Daytona 500 allows us to convey this new message to key consumers prior to peak consumer driving season."

The Pennzoil brand will have a significant presence in television advertising across an array of sports and entertainment networks with both national and regional reach. On the web, Pennzoil motor oils will appear on popular search engines Yahoo! and Google, along with a number of auto enthusiast web sites.

In addition, the campaign strategically leverages the relationship with reigning Daytona 500 champion Kevin Harvick across targeted marketing activities, such as the "It's 29 Time Again" promotion geared for participating retailers and installers, to further drive home the Pennzoil message of "Feel the Clean." The new campaign will also be activated through a strategic grassroots marketing tour that will visit race markets and car clubs throughout the country.

Pennzoil will also maximize the technical alliance it formed with Richard Childress Racing last year. The Pennzoil brand's product engineers develop racing oil formulations that provide the engine cleaning and reliability necessary to compete under harsh race conditions, and Pennzoil Platinum(R) full synthetic motor oil is designed to do the same for passenger cars. The technology in Pennzoil Platinum(R) full synthetic motor oil provides engine reliability for every NASCAR Cup Series and NASCAR Nationwide Series engine that takes to the track for RCR.

"The grueling conditions of a long race require top-performing engines to maintain maximum performance and durability," says Richard Childress, President and CEO of Richard Childress Racing. "Having Pennzoil technology in our race cars provides our teams with a strong competitive benefit."

About Pennzoil(R)

Pennzoil(R) is the #1-selling motor oil and one of the most trusted brands in America. The Pennzoil line of quality products meet or exceed industry specifications to offer exceptional engine protection, and include Pennzoil Platinum(R) Full Synthetic motor oil, Pennzoil(R) Advanced Protection motor oil, Pennzoil(R) SUV, Truck & Minivan motor oil, Pennzoil High Mileage Vehicle(R) motor oil, and Pennzoil Marine(R) engine oil. For more information about Pennzoil products, please visit www.pennzoil.com

Pennzoil is produced and marketed by Shell Lubricants. The term 'Shell Lubricants' collectively refers to the companies of the Shell Group engaged in the lubricants business. Shell lubricants companies are global leaders in lubricants and operate in approximately 120 countries worldwide. They manufacture and blend products for use in a range of applications from consumer motoring to food processing and heavy industry to commercial transport. The Shell portfolio of top quality lubricant brands includes Pennzoil(R), Quaker State(R), FormulaShell(R), Shell Tellus(R), Shell Cassida(R), Shell ROTELLA(R) T, Shell Spirax(R) and a portfolio of car care products and Jiffy Lube(R) services.

(1) Based on a severe sludging test using SAE 5W-30.

(2) Based on ASTM D 6593 sludge results using SAE 5W-30.