Valvoline Inc. has launched a new marketing initiative called the “Instant Transfer Portal,” designed to attract drivers from competing oil change providers and appeal to existing customers with an instant oil change offer. The campaign is inspired by the college sports transfer portal concept, reimagined for vehicle maintenance to emphasize ease, speed, and a fresh start with Valvoline’s services.
This campaign reflects Valvoline’s broader shift toward culturally relevant and modernized marketing, aiming to connect with consumers through familiar moments and language while reinforcing the brand’s reputation built over 40 years for quick, reliable automotive care. A key strategic partner in the campaign is Betty, a Quad agency that helped develop the concept and execution.
To amplify the campaign’s reach, Valvoline enlisted Ohio State University football players Carnell Tate and Luke Montgomery as spokespeople. Leveraging Name, Image, and Likeness (NIL) engagement, the brand will showcase the campaign across social media and other national platforms, tying its messaging to current consumer interests.
The Instant Transfer Portal runs throughout January and is open to all drivers, whether they currently use a different oil change provider or are returning to Valvoline. This inclusive approach underscores the company’s focus on accessibility, customer choice, and competitive offers to bring more drivers into Valvoline Instant Oil Change service centers.
Learn more here.