Quaker State debuts 4×4 oil

Quaker State has started stocking store shelves with Quaker State 4x4, a new motor oil for light trucks, sport/utility vehicles and minivans.Quaker State 4x4 is a blend of natural and synthetic lubricants that flows faster through hard-working engines of vehicles that...

Quaker State has started stocking store shelves with Quaker State 4×4, a new motor oil for light trucks, sport/utility vehicles and minivans.

Quaker State 4×4 is a blend of natural and synthetic lubricants that flows faster through hard-working engines of vehicles that are towing, carrying heavy loads or driving off-road.

The motor oil also performs at extreme low and high temperatures.

It will be marketed along with other products from Burlington, Ont.-based Quaker State under the banner of ‘The Intelligent Oil for Hard-Working Engines.’

This month, communications activities will focus on the trade and getting the product into stores.

A television campaign gets under way next month with advertising created in-house by the u.s. company that launched the product last fall.

Media buying and French-language adaptation will be handled by Canadian agency-of-record Grey Advertising.