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Case Study: Quaker State Defy

Defy Convention

Drake Display muscled its way into retail to support the launch of Quaker State Defy – a motor oil aimed at higher-mileage vehicle enthusiasts.

OBJECTIVES:

  • Educate consumers as to the benefits and advantages of Defy synthetic blend higher mileage motor oil
  • Combine Ultimate Durability full synthetic motor oil with new Defy product in a prepacked floor display

SOLUTION: The Drake Display design teams quickly landed on a temporary floor display solution for maximum flexibility at retail. The use of full-color litho labeled graphics made a big splash, and the QR code on the header targeted smartphone-savvy consumers directly to Defy-related info and warranty information. These features combined with stellar production through Drake Container and supply chain logistics through Drake Pack led to a high-octane presence at retail. RESULTS: Displays were launched at Pep Boys locations nationwide to coincide with multimedia advertising – and so far sales of Defy have outpaced anticipated demand.

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