February 3, 2012

Safety-Kleen Systems Taps Cramer-Krasselt

Safety-Kleen Systems, a provider of environmental services, oil re-refining and responsible cleaning solutions, has named the New York office of Cramer-Krasselt (www.c-k.com) its agency of record for recycled motor oil brand EcoPower. The assignment includes advertising, branding, digital, media and public relations.

EcoPower is recycled and refined from reclaimed motor oil, requiring 85 percent less energy to produce than conventional motor oil. The company is enlisting C-K to raise awareness of this more environmentally sound alternative that provides the same engine protection as motor oil manufactured from virgin crude.

"This is a superior product in every way—retaining the same qualities as leading conventional motor oils while protecting your car and the environment. To shift behavior and brand preference in this complex and competitive category we needed an experienced partner with a proven ability to change a category conversation—and C-K was the perfect fit," said Curt Knapp, senior vice president and CMO of Safety-Kleen Systems. "Our 2012 efforts will focus on educating key decision makers—from an automotive industry Chief Sustainability Officer to a mom getting an oil change—about the massive environmental impact this product can make without sacrificing engine protection or performance."

The assignment reunites Knapp, formerly director of Marketing at Castrol USA, with C-K New York Executive Creative Directors Larry Hampel and Dean Stefanides, who worked with him on the brand in the early 1990's.

"We're thrilled that Curt and the Safety-Kleen team have entrusted us to develop this new brand," said Hampel. "The big challenge here is simultaneously engaging environmentally conscious consumers and automotive insiders, such as vehicle fleet managers, who may not be aware that they do not have to sacrifice performance when using a motor oil recycled and refined from reclaimed motor oil. In the end, our job is to convey that this is about more than an oil change—it's about showing people they have a viable choice when it comes to sustainable ways of living and doing business."

Trade and consumer advertising will debut in print and online in February and March.