Wilson West Livesay Advertising

Effective Communication
Afton Chemical Corporation

Situation—In 2004, Ethyl Corporation reorganized its businesses into a holding company, NewMarket Corporation, and two manufacturing organizations: Afton Chemical, to manufacture and market its innovative fuel and lubricants additives; and Ethyl, to provide chemical manufacturing and supply solutions. WWL’s task was to introduce the three new corporate brands and to differentiate, position and launch the Afton Chemical brand with an integrated marketing program targeted to the fuel and lubricant additives industry.

Actions—WWL partnered with Afton Chemical’s top management and marketing teams to develop a unique position for Afton Chemical based on its customer intimacy strategy. We introduced a new logo and tagline (“A Passion For Solutions”) and began building brand equity with a launch ad, corporate identity materials, updated sales collateral, website overhaul, regional expos, new convention displays, promotional items, and an internal awareness program.

Results—The program successfully differentiated and established the Afton Chemical name. Since its launch, Afton Chemical’s identity has been consistently maintained and its brand equity increased throughout the introduction of new market strategies and products. This steadfast devotion to “A Passion For Solutions” has vaulted the company into sole ownership of the customer intimacy position in the market, and solid gains in sales and market share.

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