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Pennzoil Pride
RelDyne Partners with Des-Case
Shell Ecobox Now Available to Distributors
Castrol Edge With Titanium
Bel-Ray Partners with TM
McPherson Celebrates 40th
Career Opportunities

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JobbersWorld Reaches Out to Over 10,000 Professionals in the Lubricants Business


JobbersWorld Archives



May 5, 2011     

JOBBERSWORLD...MARKET INTELLIGENCE FOR INTELLIGENT MARKETERS...  The First and Only Independent Newsletter to Focus on Lubricant Distributors.



Pennzoil "Pride"

Throughout its history, Pennzoil® says it has worked diligently to provide motorists with the latest motor oil technology.   And according to Pennzoil "this relentless pursuit of innovation is just one more reason Pennzoil®  is America's most trusted brand; in fact, more people trust Pennzoil® than any other motor oil[1]. "


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To recognize those who pride themselves in their vehicles and how they care for them, Pennzoil® announced today its launch of a new ad campaign entitled 'Pride'.  The campaign celebrates the relationships consumers have built with the brand and demonstrates the trust they have in the entire Pennzoil® line of products. The campaign focuses on how Pennzoil® enables drivers to follow their pursuits with their vehicles and builds on the emotional connection Pennzoil® has with its users.  


To capture the passion that consumers have for Pennzoil®, the campaign features a number of real-life product users-from three-time Indy 500 champion Helio Castroneves to ASE certified master mechanic Feviu Villareal-showing how the brand has helped them with their pursuits. From the shade-tree mechanic, to the mom in the minivan, to the head of engine development at Penske Racing, people take pride in their vehicles. They take pride in caring for their vehicles as best they can and pride in keeping an engine performing at its best. By telling each individual's story, the creative highlights the trust consumers have in Pennzoil® and demonstrates that there is a Pennzoil® product for every vehicle and every consumer.


Click for Larger Image

The new campaign highlights the rich 100-plus-year history of the brand, the achievements in which Pennzoil® has played an important role, and the consumers that choose Pennzoil® in part for its superior performance and heritage - all to communicate that everything the brand learns from its loyal consumers, is rolled into the products Pennzoil® produces. This knowledge ultimately helps Pennzoil® provide motorists with the latest motor oil technology in every one of their products.


As part of their continued commitment to consumers, Pennzoil® is also unveiling the renewed Pennzoil Lubrication Limited Warranty™, one of the industry's longest running warranty programs available. Pennzoil® is shifting their warranty program to allow consumers to follow their manufacturers' recommended oil drain intervals in order to provide consumers with more control in their maintenance schedules.  Just one more reason more people trust Pennzoil® than any other motor oil.


[1] Based on a survey of licensed drivers conducted by a leading research firm January 2005 -December 2010

RelaDyne Partners with Des-Case      

RelaDyne, Inc announced it has strategically aligned with Des-Case Corporation, the leading manufacturer of contamination control products for industrial lubricants, to market desiccant breather filters and other contamination control products and services.  The Des-Case products and services will complement RelaDyne's current distribution offering of lubricants, fuels, chemicals and lubrication related products and services to its industrial customer base.  


The strategic alliance between RelaDyne and Des-Case includes a co-branded label for desiccant breather filters, filtration products and reliability services, benefiting both companies and industrial customers that want to drive reliability into their businesses.


"We're pleased to be partnered with RelaDyne and look forward to working with them to help customers transform their reliability programs," says Michael Powers, Des-Case's Vice President of Marketing.  "It's a great fit for both of our companies."

Shell's EcoBox System Now Available to Distributors

New system now available for distributors to help customers improve efficiencies and reduce plastic waste


Last week at its 2011 Distributor Conference, Shell Lubricants showcased an innovative product marketers can now offer their customers called Shell Ecobox™, an alternative to traditional plastic packaging for motor oil.  Through its design, Ecobox™ can help owners and operators of oil change facilities more efficiently store, manage and deliver oil to their customers' vehicles. The bag containing the oil in the Ecobox™ carton is designed to help improve speed and ease of use compared to bottles, as it drains quickly, leaves minimal residual oil behind and requires less handling than quart bottles.


Don Moser, Shell Channel Marketing Manager, North America 

Using the Ecobox™ plastic liner results in 89% less plastic landfill waste than the equivalent 24 quart plastic bottles, and the Ecobox™ carton is fully recyclable. The Ecobox™ pump system provides motor oil delivery that helps improve many operational tasks associated with dispensing oil using individual quarts.


The Ecobox™ is part of Shell's 'smarte mobility' approach to developing innovations for cleaner and more efficient transport of people and goods. Smarter mobility has three elements: smarter products, smarter use and smarter infrastructure. The effort is not just a concept; it is evident in Shell's work every day to help accelerate the global shift to cleaner, more energy efficient road transport. The Ecobox™ system is a prime example of smarter use, through smarter packaging.  Click here for more  


Note: JobbersWorld considers Shell's Ecobox system of particular interest in that it provides service fill operations an alternative to bulk, drums and quart bottles. Such an alternative is expected to become increasingly important as such products as dexos1, Dexron VI, Mercon V, and other new lubricants penetrate the market. Such systems allow service fill operations a means to migrate new products into the mix as demand grows.    

 Castrol Edge Now Has "Titanium Fluid Strength"

ConocoPhillips was first when it introduced "Liquid Titanium" to its Kendall line of engine oils. Now Castrol Edge is on the streets with "Titanium Fluid Strength."

A hyper-realized product demonstration transforms newly reformulated Castrol EDGE motor oil into an animated super hero that flows through the toughest challenges a car engine endures to deliver on the promise that it is "Tested to Perfection."

To show the rigors that went into formulating and testing the new Castrol EDGE, the Ogilvy team in partnership with production, animation and design studio Psyop, created the ultimate test track with the purpose of pushing the performance of the oil to its limits.  The track was designed to show what happens when the oil passes through three tests -- Loop, Camshaft and Forest. The spot can be seen here:

"Castrol EDGE is a high-tech product for this category, featuring Titanium Fluid Strength Technology that adapts to the needs of your engine and strengthens performance, no matter how you drive," explained Melanie Smith, Marketing Director.  "The new work by Ogilvy supports our legacy of innovation and gives us an opportunity to launch the first truly global effort to support the brand."

The new campaign features television, online and print elements.  It will launch in the US in April and roll out in Europe, Latin America and Asia over the next several months.

"There are a lot of spots that show performance through tough driving scenarios, but the challenge to actually show Titanium Fluid Strength Technology inspired us to make the oil itself the hero and to create a simulation of the test process of amazing scale and drama," explained Sung Chang, Executive Creative Director at Ogilvy.  His partner, Creative Director Craig Mannion added that "The intention was to approach the design of the track in the same manner in which Castrol Engineers create Castrol Edge - with the sole purpose to push the oil to its limits."

Click Here for More 

Bel-Ray Partners With TM

Bel-Ray Company, Inc., the leading USA-based lubrication manufacturing company, announced a partnership with motorcycle and kart engine  manufacturer, TM, that will make Bel-Ray "The Official Lubricant of TM Motorcycles and TM Kart Engines," globally. 
Internationally known for their high quality, high performance kart racing engines and innovative
motorcycles, TM is well paired with Bel-Ray's complete line of total performance lubricants.


Bel-Ray is the first fill lubricant supplier to the Italian Manufacturer's complete motorcycles and kart engines. Bel-Ray products are recommended in all TM owners' manuals and associated literature.


As the first fill,  Bel-Ray products are used wherever lubricants are necessary during assembly and initial delivery of all products. Bel-Ray's complete powersports lubricants line is used on the first fill, including their Super DOT 4 Brake Fluid, Gear Saver Transmission Oil and Moto Chill Racing Coolant.


Bel-Ray is also the supplier to the professional Motocross, Enduro, and Supermoto teams supported by the TM Factory.

McPherson Celebrates 40 Years in The Business


Congrats to McPherson on their 40th Anniversary... 

Since 1971 McPherson Oil (McPherson) has gone from one person to 275, one white truck to 130 yellow ones, from 70,000 gallons of gas a month to 12,000,000 per month, from 55 gallons of lubricants to 15,000,000 gallons, from one year to 40. In that time McPherson, headquartered in the Trussville community of Birmingham, Alabama, has grown into one of the largest independent fuel and lubricant distributors in the country.  


McPherson has offices from Chattanooga to Mobile and serves the entire Southeast with its Total Petroleum Management program providing a diversified selection of petroleum products and services.  McPherson is partnered with quality suppliers from Shell, ExxonMobil, BP/Castrol, Conoco/Kendall and its own private label brand -- Proteck. Additionally, McPherson has been in the fuel fleet card business since 1991 when it launched the Fuelman card in Alabama, Georgia and the Florida panhandle.    

Career Opportunities

Posted April 21, 2011

Sales representative in the Ocala, FL area

A national distributor is looking for a sales representative in the Ocala, FL area.  To join our growing team we are looking for candidates with prior experience selling industrial products.  If interested please send a resume to

Posted April 11, 2011

Multiple openings for C-level sales executive national account sales division

Rapidly expanding National Lubricant Supplier is currently accepting resumes for experienced and energetic sales representatives to join their dynamic team.  They are accepting resumes for a C-level sales executive and have multiple openings in their national account sales division.  

Seeking representatives with industry experience, high-integrity and a great work ethic.
 Please forward resumes for consideration to: 

Posted March 30, 2011   

 We currently have exciting opportunities for experienced and proactive outside sales representatives to help grow our business by taking initiative to reach our goals of positive growth and expansion into new territories.


Farrell Oil, a successful and growing, 2nd generation company, has been a distributor of quality lubricants in Upstate New York and has reliably serviced customers throughout the region for over 33 years.  Since 2004 we have also serviced the Hudson Valley.  We have been certified by Conoco Phillips as a Top Tier distributor since 2007.  We are a "family style" firm with a professional attitude. 

If you are a qualified applicant e-mail your resume to   No phone calls and no walk ins.  All replies will be kept strictly confidential.   Equal Opportunity Employer



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