Valvoline Guys Take to the Internet; Award-winning Web Site Gets Facelift; Adds New Features

29 April 1999
Valvoline Guys Take to the Internet; Award-winning Web Site Gets Facelift; Adds New Features
    LEXINGTON, Ky., April 29 -- You can always tell the guys who
use Valvoline -- and now they're even easier to find on the worldwide Web.
    "Valvoline Guys" now have a place to gather on the Internet, thanks to the
recently improved Valvoline web site, http://www.valvoline.com .
    The relaunched Web site, designed by Poppe Tyson Interactive, retains all
of the popular features of Valvoline's award-winning site but now boasts a
bevy of new interactive features that allow visitors to customize the site to
fit their areas of interest.
    "In developing this site, we made a concerted effort to provide our users
with a truly engaging experience," Valvoline Vice President of Worldwide
Marketing Steve Kirchner said.  "The interactive elements of the Web site
allow our visitors to pick everything from the background screen to the
'handle' by which they are addressed.  These elements coupled with the
ever-changing content of the site will bring Web users back to the site again
and again."
    One new interactive feature at http://www.valvoline.com invites visitors to "Take
a Road Trip" with Valvoline to a different city each month, roughly
paralleling the NASCAR Winston Cup racing schedule.  Each destination will
connect users to a number of interactive activities and events, including
opportunities to win NASCAR and Valvoline prizes.
    For drivers, a "Carvoyant" needs-analysis application recommends what type
of motor oil and other automotive products best suit their driving needs.
"Talking Shop" also available to technicians is a community-building
discussion group for online postings regarding a variety of driving interests.
There also are sections for car care tips and information on products,
Valvoline racing updates and the latest consumer promotions.
    The Technicians category offers the ASE Center (National Institute for
Automotive Service Excellence) the only place online to get the ASE Prep Quiz.
There also is a link to ASE's web site.  Also, automotive shops can
pre-qualify for Valvoline's First Recovery environmental services through an
on-line form.
    "The new Web site is another weapon we have in building our brand identity
and differentiating ourselves from competitors," Kirchner said.  "We set a
high online marketing standard when we became the first major motor oil
marketer to set up on the Web.  With the new site, we're moving that bar even
higher."
    Valvoline introduced its first Web site during the Indianapolis 500 in May
1995, using it as a way to reach racing fans.  At that time, Valvoline became
the first marketer to tag its television commercials with its new web site.
    Valvoline motor oil is the No. 1 choice of top mechanics for use in their
own vehicles.  Valvoline, a division of Ashland Inc., has been serving
American motorists longer than any other motor oil company and is a leading
innovator and supplier of quality, high-performing automotive and industrial
products in more than 140 countries.  Best known for its lubricants, Valvoline
also markets Eagle One appearance products, Zerex antifreeze/coolant, SynPower
Performance Products and Pyroil automotive chemicals and refrigerants.
Valvoline is a member of the Ashland Inc. family of companies.
For more information about Valvoline, visit the company's Web site at
http://www.valvoline.com.
    Poppe Tyson Interactive, the digital marketing and business solutions
division of Poppe Tyson Inc., offers clients a unique competitive advantage by
converging strategic marketing and business consulting services with
innovative web-based technologies.  It provides clients strategic consultation
services, Web environment design, online market research, marketing response
and database management, and digital sales support services.