New campaign displays evolving marketing strategy to meet consumers with timely, culturally relevant moments

Valvoline Inc. (NYSE: VVV), the quick, easy, trusted leader in preventive automotive maintenance, today announced the launch of its “Instant Transfer Portal,” a new marketing campaign designed to invite drivers to “transfer” from their current oil change provider and receive an instant oil change offer.

The Instant Transfer Portal takes inspiration from the energy and language of the college sports transfer portal, reimagining it for everyday vehicle care. The campaign is part of Valvoline Inc.’s broader effort to evolve its marketing approach and connect with consumers through timely cultural moments while reinforcing the brand’s speed, convenience, and reliability that has defined Valvoline Instant Oil Change for 40 years.

“Consumers today expect brands to show up in ways that feel relevant and engaging,” said Jake Lestan, Vice President of Marketing at Valvoline Inc. “With the Instant Transfer Portal, we leaned into a familiar cultural concept and translated it into something simple and useful for drivers. It’s a fun way to remind people that making the switch to a Valvoline Instant Oil Change can be fast, easy, and rewarding.”

Developed in partnership with Betty, a Quad agency, the campaign reflects VIOCs continued shift toward more modern, culturally relevant marketing, translating real-world trends into ideas that resonate with today’s drivers. As part of the campaign, The Ohio State University football players, Carnell Tate and Luke Montgomery, participated as spokespeople and will promote the campaign across social media and other national platforms. As Name, Image, and Likeness (NIL) legislation has reshaped how athletes, teams, and brands connect with fans, the Instant Transfer Portal applies that same model to vehicle care to reach consumers in new, relevant ways. The Instant Transfer Portal runs throughout January.

The Instant Transfer Portal is open to drivers whether they are currently visiting another oil change provider or returning to Valvoline Instant Oil Change, reinforcing the brand’s focus on accessibility and customer choice.

To find a Valvoline Instant Oil Change near you, visit vioc.com.

About Valvoline Inc.

Valvoline Inc. (NYSE: VVV) delivers quick, easy, trusted service at more than 2,300 franchised and company-operated service centers across the United States and Canada. The Company completes more than 30 million services annually system-wide, from about 15-minute stay-in-your-car oil changes to a variety of manufacturer-recommended maintenance services such as wiper replacements and tire rotations. At Valvoline Inc., it all starts with our people, including the 13,000 team members who are working to drive the full potential of our core business, deliver sustainable network growth, and innovate to meet the evolving needs of our customers and the car parc. For more information, visit vioc.com.

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