WHITE PLAINS, N.Y. — Green Earth Technologies (GET) has announced the repositioning of its G-OIL motor oil and outdoor performance equipment engine oils.
The flagship product will showcase a new sleek look focusing on the performance aspect of the brand while maintaining its heritage "green" messaging. The bio-based full synthetic motor oil and the full line of "G" branded bio-synthetic engine oils featuring new packaging will debut next month at AAPEX in Las Vegas. Green Earth Technologies will be exhibiting at booth No. 5812 at the event, which takes place Nov. 2-4 at the Sands Expo Center. The new packaging will then be rolled out to shelves in early 2011.
According to Green Earth Technologies, the automotive and quick lube industry has broken down motor oil and engine lubricant categories into two major segments: conventional and synthetic, which many don’t realize can include “green” products such as G-OIL. Even though G-OIL references "Green Motor Oil" as an ultimate biodegradable environment safe solution, it is actually a full synthetic motor oil, whose base oil is a bio-based natural synthetic with a blend of fatty acids derived from animal fats and plant oils.
"Marketing yourselves as ‘green’ has taken on several meanings over the years within the motor oil and engine lubrication categories, and whereas others define it as either re-refined or recycled base oils, we tend to focus on the natural aspects of the ‘goop’ and its zero toxicity MSDS hazard rating," noted Jeffrey Loch, president and chief marketing officer at Green Earth Technologies. "Although we use natural domestic sources, we can stand behind superior performance claims similar to other high-end synthetics because we are actually a full synthetic motor oil."
The repositioning of the brand will include a new look that features an image of the Green Earth Team Gunnar G-OIL car that had a successful run during the 2010 American Le Mans Series Season. The GETG team placed second in the overall LMPC standings and the G-OIL car won the IMSA award for the most first place finishes, which GET says backs up its biggest claim that “if it can work in a car in the AMLS, then it will definitely work in yours.”
G-OIL is the world’s first and only American Petroleum Institute (API) "SM" certified bio-based motor oil, according to GET. All G-OIL motor oils and engine oils meet and exceed the USDA bio-content commitment to be recognized within their Bio-Preferred program that states that a product must meet a certain percentage of bio-content to be considered as part of their program. G-OIL has also been submitted to be included in the USDA’s Bio-Preferred Program.
"The new look, our API certification and our involvement with the American Le Mans Series demonstrates the effectiveness of our product and should encourage consumers to select our bio-based oils," Loch added. "Most importantly, the repositioning will break through the clutter on the shelves with a clear and consistent message for consumers."
To learn more about GET and G-OIL, click here.
