Licensing Program Spotlight: Pennzoil & Quaker State
Throughout Beanstalk’s 30+ year history, we have been helping leading brands strengthen their relationships with consumers by creating breakthrough products and experiences. Two of Beanstalk’s clients that exemplify how licensing can help build brand value and loyalty through innovative partnerships are Pennzoil and Quaker State.
Pennzoil and Quaker State are both best known for their motor oil, with Pennzoil specifically being ranked as the #1 oil brand in the U.S. Engaged in licensing for over 30 years, the brands have reinforced their status as trusted names in the automotive accessories and car care business by extending beyond their core offerings. Oil filters and wrenches, floormats, and booster cables make up the brands’ top-selling licensed products of 2023. With over 270 SKUs and 300 retailers carrying Pennzoil and Quaker State licensed products, the brands’ leadership positions within automotive are enhanced by strategic licensing programs that provide consumers with trusted goods across multiple categories. The traditional licensing model has allowed Pennzoil and Quaker State to evolve and extend category reach through innovative products, the latest of which launched this past spring.
Most recently, Beanstalk helped Pennzoil and Quaker State expand beyond the motor oil aisle by introducing windshield wiper blades with trusted manufacturer Saver Automotive Products. These OE-quality wiper blades cover a variety of popular wiper styles and price points, giving consumers more options for premium automotive accessories. Earlier this year, the brands also launched car air fresheners, microfiber towels and other automotive cleaning accessories with Mr. Brands. The licensing program has proven successful in multiple channels of distribution and will continue to be widely available at retail stores and via e-commerce nationwide.
Novelty products have also debuted this year, including new collectible diecast models from M2 Machines. Additionally, a vintage decorative tin oil can from Open Road Brands evoking feelings of nostalgia from Dad's garage will be available in-store this fall. These launches demonstrate how a strong corporate licensing program can expand into new product lines while staying true to brand identity and building brand love and loyalty along the way.
Interested in working with Pennzoil and Quaker State? Contact Fernanda Coutinho at fernanda.coutinho@beanstalk.com. Want to learn how you can build your brand through licensing? Contact beanstalk@beanstalk.com.