Pennzoil-Quaker State Co. has entered the direct response business. The company’s first-ever DRTV effort will promote its Total Care product.
The campaign, with a budget estimated in the low seven figures, will fuel the building of a customer database for future DM efforts.
The infomercial featuring golf legend Arnold Palmer broke April 15 and will run through June 30 on national and cable TV.
Palmer opens and closes the 60-second spot, which highlights the benefits of Total Care, an all-in-one auto-cleaning product for washing, waxing and protecting cars inside and out. An 800 number is frequently displayed for viewers to purchase a 20-ounce bottle, which comes with an applicator and a microfiber sponge. A free bottle of Z4 lubricant is tossed in as an incentive.
The message? That
Network
