Royal Purple is the expert when it comes to synthetic motor oils and lubricants, and they rely on Romph Pou Agency to help communicate their expertise to consumer and industrial markets.




Strategic Planning
Brand Development
Creative Services
Media Placement
Social Media

Perfected on the track, Royal Purple synthetic motor oil has a strong racing history and a highly loyal following. Building on its reputation for high performance, Royal Purple sought our help to increase penetration within the existing Do-It-Yourself market, and create brand awareness within a new consumer market: Do-It-For-Me.

Utilizing consumer study data to drive branding decisions, RP Agency created a campaign that positioned Royal Purple as the synthetic expert. Mainstream messaging called on car owners to upgrade to the royal treatment on their next oil change, while messages specifically targeting DIYers focused on the latest product test results, and DIFM ads explained how Royal Purple protects your engine.

The 2019-2020 consumer campaign included an integrated digital media and radio plan, supported by retailer and installer promotions to drive consumers to partner locations. Social media played a large role in the campaign as a vehicle for engaging brand enthusiasts and promoting the brand’s official sponsorship of the 2020 Formula Drift season.