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New packaging for engine additives leads to greater sales

Vehicle lubrication products company redesigns its packaging with improved functional and aesthetic benefits to secure its market leadership, capture new markets, and launch online sales.

Pw 150297 Tb Lubrication Engineering New Bottles

Lubrication Engineers, Inc. (LE) is a leading manufacturer of industrial lubricants, fuel additives, and other performance solutions for heavy equipment and machinery. Its BTU+ Diesel Fuel Improver, an additive that cleans injectors and stabilizes fuel, has been a leading product for years among users of diesel-powered construction vehicles, material handling equipment, and over-the-road trucks.

But leading products inevitably have competitors, and in 2015 LE made changes to its product, packaging, and sales channels, in part to secure its leadership with heavy-duty on- and off-road equipment, but also to expand its sales in the truck and passenger car marketplace. It has updated the formulation of the product to improve the end-user experience and collaborated with TricorBraun to develop new packaging with a strong shelf presence.

“Our traditional market is also changing,” points out Paul Grimes, LE’s Marketing Manager. “In the past, our sales force would go to work sites and factories and sell directly to the end user. Today, more young people are entering the industry, and they are more comfortable buying online. Our packaging needed to become more visually appealing to reach them.”

As part of the change, LE also rebranded the former BTU+ brand to Full Torqueä Diesel Fuel Improver, upgraded the product formulation, and initiated specific plans to begin selling the product through its website as well as through its sales force.

Following development of the new formulations, LE tested them by making the new products available to a number of equipment owners in Alaska, where engines face dramatic weather challenges. The results were extremely positive and led to high-volume orders for the new products.