/ MEDIA STATEMENT / Creamer Media did not create this content, but it is a supplied media statement.
The FUCHS Group’s new small packs for the automotive industry were introduced globally at the end of 2013. They feature easily recognisable labels with images, pictographs, colour codes and labels to help customers select the right oil. They also have an optimised bottle shape that allows for smoother pouring and a longer neck.
“By choosing products in our new bottles, our customers reduce waste and their own carbon footprint,” comments FUCHS LUBRICANTS SOUTH AFRICA Sales Director Andrew Cowling. The new bottles are recyclable and contain at least 30% post-consumer recycling (PCR) content. Lubricants are made in CO2-neutral facilities. This is in line with the FUCHS Group’s sustainability strategy aimed at carbon neutrality based on the ‘avoid, reduce, compensate’ principle. The strategy has been in development for over a decade.
“Our new small packs are not just intended to be more user-friendly, but also contribute to avoid waste and enable materials to be recycled to reduce carbon footprints. We will continue to strive to make our packaging even more sustainable in future,” says FUCHS Group Vice President Sustainability Markus Garb.
There is a huge variety of lubricants for automotive use. This makes it difficult for customers to choose the right product. “The redesign of our small packs and labels give you the best possible orientation and guidance. Choosing the right oil has never been easier, especially as our brand promise is that you always find the perfect high-quality oil for your vehicle,” highlights Cowling.
In mid-November 2021, the global campaign to repackage FUCHS’ core automotive brands into a unified range that is in line with the entire FUCHS product line (TITAN, AGRIFARM, and MAINTAIN) was launched. Locally, the William Penn range will also be harmonised into TITAN. This means that the William Penn brand is now aligned to the global FUCHS branding conventions.
“It is important to note that the William Penn brand is not being discontinued. It will still be on the shelf as a premium product with the same grade formulation that customers have come to appreciate, but as a FUCHS brand,” stresses Cowling.
“We now have the capability to focus all of our marketing efforts on a unified brand, which is important to ensure that the market is not confused as to precisely what products we have on the shelf. In terms of William Penn specifically, this is a transformation rather than a discontinuation of the brand.”
The three main principles behind visibility, practicality, and sustainability are the basis of the automotive small pack labels and labels that position the new FUCHS bottle as easily recognisable and make filling up easy. This is further refined in the three main concepts of ‘Easy to choose’, ‘Easy to use’ and ‘Easy on the environment’. “In addition, the redesigned bottles give customers peace of mind that they are buying an original FUCHS product with German technology,” concludes Cowling.