Royal Purple Launches New "No Matter What Drives You" Branding Campaign

Royal Purple Launches New Branding Campaign

The brand is positioned to be a driving force in the high-performance synthetics category.

“No Matter What Drives You.” It’s the new, multiphase branding campaign from leading global synthetic lubricants brand, Royal Purple. Industry trends show consumers trading up from conventional motor oils to premium synthetic motor oils, and the Royal Purple brand’s street credit and word-of-mouth reputation have positioned the brand to be a driving force in the high-performance synthetics category. The new campaign is designed to expand their growing consumer success in the premium synthetics category into new markets and industries as the brand grows globally.

Used by everyone from daily drivers to NASA, Royal Purple products have proven to be the most advanced lubricants on the market to improve fuel economy, performance, and the life of equipment and vehicles. Their initial success in developing industrial and high-performance racing lubricants led to organic growth in geographic reach as well as the types of industries served, creating the need for a strong and diverse branding campaign.

“Royal Purple products have earned exceptional word-of-mouth awareness because we have delivered superior results for 35 years,” said Rusty Waples, director of brand & product marketing at Calumet Branded Products, LLC, which owns and manufactures the Royal Purple brand. “In developing a branding campaign, it was critical for us to pay homage to this. People talk about the Royal Purple brand because of how we have delivered consistent lubrication results. Now, we want to share that message with a broader audience and show them what drives our loyal customers to choose Royal Purple.”

Research shows diverse reasons for using Royal Purple with one common thread: Royal Purple is a premium brand that people trust. The campaign leverages that reputation to inspire those who have not yet tried Royal Purple products to become loyal users.

“Our new branding campaign positions Royal Purple as the brand driven to produce the best possible synthetic products ‘No Matter What Drives You,'” added Waples. “It might be family safety for a daily driver, reduced costs for a mining company, reliability for a ship or a farm tractor, a competitive edge for a racecar driver, or an environmentally friendly way to do business. At its heart, this campaign is designed to position Royal Purple as the best solution, no matter what the need and no matter where it’s needed.”

One of the most critical requirements in developing the new Royal Purple brand campaign was to inspire engagement from numerous industries and consumers across the globe. Royal Purple products are sold in the United States, Canada, Mexico, Japan, China, the United Kingdom, Australia, Peru, Chile, Greece and Italy, among other countries. Additionally, their expansive product portfolio serves race cars, street cars, mining equipment, ships, motorcycles, drilling equipment, space craft, wind farms, big rigs, food-processing plants, construction vehicles and many other applications.

“The ingenuity of the ‘No Matter What Drives You’ brand is its ability to appeal to diverse audiences and motivate consumers,” said Waples. “It’s a great vehicle to clearly and simply communicate the breadth of Royal Purple’s product offerings and benefits.”  

To learn more about the Royal Purple, visit

You May Also Like

MPA Launches Vendor Supply Chain Financing Program

The online platform will provide suppliers with visibility of payment for approved invoices and early payment options.

MPA logo

Motorcar Parts of America, Inc. announced it has launched a vendor supply chain financing program designed to enhance payment terms and improve cash flow for both valued vendors and the company. The platform will be administered by a FinTech company, which services suppliers in more than eighty countries in multiple currencies, MPA said. The company said it is engaging a syndicate of supply chain financing institutions to support the extension of terms for its accounts payable.

WAI Releases 25 New Part Numbers

This latest release provides coverage for more than 19.5 million VIO.

Dayco Initiates R&D Project on Rubber in Manufacturing

Dayco submitted an R&D project focusing on the reuse of devulcanized rubber in the design of auto parts.

Dayco rubber study R&D
Tire Industry CEOs Commit to Sustainability Work Plan

CEOs from 10 global tire manufacturers are committing to efforts to research tire emissions.

WESTAR Releases Drive Unit Mounts for EVs

The company released 19 new mounts, all for EV applications.

Other Posts

Edelmann Elite Releases Universal Coolers

The coolers bring OE-quality, improved performance and easy installation to the aftermarket.

SMP Announces Product Category Expansion

Standard Motor Products says it is committed to expanding powertrain-neutral product categories.

Plews & Edelmann Adds Magnasteer Rack and Pinion Units

The new Edelmann Elite racks are designed for select GM vehicles and give alternatives for replacing GM Magnasteer systems.

Plews and Edelman Magnasteer_
Goodyear: The Future of its Dunlop, OTR & Chemical Businesses

As part of the “Goodyear Forward” plan, the company said it could gain more than $2 billion from the portfolio optimization.