Background:

Pennzoil® Brand Specialty Lubricants are a premium synthetic blend motor oil combining the advanced protection of Pennzoil® brand motor oil with the ultimate protection from Pennzoil® Synthetic motor oil to provide ultimate protection against the stress of heavier loads.

Objective:

• To maintain graphic integrity of the brand on the shelf
• To reduce risk associated with planning based on forecast
• To reduce the risks of having to print excessive minimum quantities to realize cost efficiencies
• To reduce costs associated with product demands, differentiating from sales forecast resulting in scrap/waste
• To eliminate cost and waste caused by promotional art obsolescence

Solution:

Drake approached Shell Lubricants with its direct-print process that would allow printing on-demand thereby reducing the motor oil company’s exposure and eliminating the need to scrap resources (and costs) associated with corrugated waste. The solution allowed for full graphic printing with UV coating and die-cutting keeping the graphic appeal that Pennzoil® demanded for on-shelf consumer packaging intact.

Results:

Shell Lubricants realized significant procurement benefits other than the costs of finished graphic packaging. While the costs of cartons were reduced, additional budgetary savings were realized by managing inventories, eliminating obsolescence/ scrap issues- resulting in total cost savings.