Ushering in a new page in AMSOIL’s history Chairman and CEO of AMSOIL INC. unveils a new tagline for the company. Over the years the AMSOIL Tagline has changed to meet the growing demands in synthetic lubrication. Today we are excited to hear that going forward AMSOIL INC. new tagline with be “Protection You Demand Performance You Deserve”
Below is an article from out most recent AMSOIL Dealer Magazine dated January 2025. We are excited about this new and updated tagline for AMSOIL and will hope that this continues to well represent the brand for many years to come!
Did you know there is a difference between a slogan and a tagline? A slogan is a catchy phrase used for a limited time to promote a product or campaign. An example would be our latest lead slogan, “Specialized Lubricants Engineered for What You Drive and How You Drive.®” A tagline, on the other hand, is a more permanent expression to represent the brand as a whole.
When AMSOIL synthetic motor oil first became available for purchase, the tagline under the logo read, “The World’s Finest Engine Lubricant.” That remains true to this day. As AMSOIL began picking up steam, other companies took notice. Eventually, the major oil companies launched synthetic lubricants of their own, Their entry into the synthetic lubricant market helped legitimize AMSOIL and confirmed the message we were sending about synthetics’ superiority. At the same time, the majors’ big budgets and global presence allowed them to generate more brand awareness than AMSOIL could, and thus those brands enjoyed a larger market share despite the superior performance of our product. That is when we adopted the tagline, “The Quiet Leader in Synthetic Lubrication.” AMSOIL didn’t have the brand recognition, but we sure had the best products and were pushing the industry forward. We wanted people to know that, while the majors had the brand recognition, we were here first and we were better.
Despite those early efforts, we continued to fight for recognition in the years that followed. Some of our competitors would use cleverly worded statements to imply they beat AMSOIL to market with synthetic oil. So, in 1997, we trademarked a new tagline designed to put our history of innovation and leadership front and center: “The First in Synthetics.®” It was a powerful, in-your-face way of letting the world Know that when it comes to synthetic lubricants, AMSOIL is first. First in history, and first in quality.
During the brand research we performed last year, multiple participants indicated that “The First in Synthetics” no longer brandishes the power it once did. They mentioned that, while it indicates longevity and a storied past, it leaves some people thinking, “what have you done for me lately?” They are right. A tagline should speak to our greater purpose and mission. It should be memorable, likeable and make the reader feel connected to the brand, We developed some potential new taglines and performed a market test to ensure we were moving in the right direction.
l am happy to reveal that we are adopting a new tagline: Protection you demand. Performance you deserve.™ This excellent new tagline speaks directly to our mission, performed well in market testing and tells customers what they get when they choose AMSOIL. It will begin appearing in select marketing material moving forward.
“The First in Synthetics” is being retired. We will retain the trademark and continue using the phrase where appropriate, but it is no longer our tagline. I hope that you are as excited as | am about this change, and that
you’ll put it to use in your efforts to sell AMSOIL products.
Alan Amatuzio
Chairman & CEO, AMSOIL INC.
Let us know your thoughts on this new and updated AMSOIL Logo Tagline. Do you like it? Give us a comment.