Starting with our Integrated Concept Build process we helped Valvoline identify opportunities in the sustainable space. NextGen is the first motor oil to use recycled oil – to reduce drilling of new crude oil.
GameChanger built the NextGen concept and name and market tested the product in our Retail Lab. Valvoline launched it nationally in April, 2011, just a year after we initiated the concept build project. The launch thus far has been successful, and NextGen is on track to be a major new brand.