Categorized | Press Release

Universal Lubricants Selects Howerton+White to Promote ECO ULTRA® Brand of Recycled Oil Products

WICHITA, Kan., April 20, 2011 /PRNewswire/ — Universal Lubricants today announced that it has secured Howerton+White as its advertising Agency of Record to increase corporate brand awareness and help promote its ECO ULTRA® brand of re-fined oil products. Howerton+White will provide Universal Lubricants a broad range of services, including:  brand strategy; creative services; marketing plans and implementation; CRM/loyalty; interactive and online brand management; web development; SEO and analytics.

“We are incredibly excited about this new relationship with Howerton+White. As our advertising/marketing partner, their firm will help strengthen the overall branding of our company, and accordingly, the position of ECO ULTRA® in the marketplace,” saidJohn Wesley, chief executive officer of Universal Lubricants. “By cultivating and spreading the identity of ECO ULTRA® as the environmentally responsible choice for premium lubricants, Howerton+White will make it possible for more consumers to act as catalysts in the green motor revolution.”

The U.S. produces approximately 1.3 billion gallons of used oil each year, and only 10% of it is re-refined. The rest of the used oil is either improperly disposed of (damaging the environment) or burned as an industrial fuel and is gone forever. Universal Lubricants is working to reverse this trend through the launch of its ECO ULTRA® product line earlier this year.

Universal Lubricants collects used oil from the government and private business such as auto parts stores, dealerships, service stations, and oil change centers across the U.S. The company then transports that oil to one of the world’s most technologically advanced re-refineries located in Wichita, Kansas, where it undergoes a state-of-the-art hydro-treating process to remove all of the water, fuel and solvents as well as metals, asphalt flux and other heavy contaminants. The purified high quality Grade II base stock oil is then blended with high performance additives to make API certified ECO ULTRA® products.

For more information about Universal Lubricants’ ECO ULTRA® products, visit

About Universal Lubricants

Universal Lubricants is one of America’s oldest, most trusted used oil collection, re-refining and new oil distribution leaders. The company operates 28 facilities in 14 states and operates one of the world’s most technologically advanced re-refineries inWichita, Kansas. Utilizing a tightly controlled closed-loop process, Universal Lubricants collects used motor oil from across the country, processes it through their advanced refinery, and then blends the re-refined oil into high quality API certified motor oils and lubricants that meet SAE requirements and current OEM specifications. To ensure performance and reliability, the company’s finished products go through rigorous lab testing and are real world proven for the most demanding driving environments. Universal Lubricants employs 380 American workers and is a Pegasus Capital Advisors portfolio company. For more information, please visit

SOURCE Universal Lubricants



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