Press Releases

FOR IMMEDIATE RELEASE

December 11, 2007

CONTACT:
Rich Kottmeyer, President
UL Enterprises

314.443.5764

UL ENTERPRISES ANNOUNCES NEW VALVOLINE BRANDED LINE OF WIPER BLADES WITH FREE CLEAR PERFORMANCE WINDSHIELD TREATMENT

KANSAS CITY, KS – UL Enterprises, the NASCAR Performance® Partner for both wiper blades and glass treatments, recently introduced a new Valvoline-licensed line of windshield wiper blades – VALVOLINE® Gold Series – at the Aftermarket Automotive Parts Expo (AAPEX) held Oct. 30 – Nov. 1 in Las Vegas.

Unlike other brands, the VALVOLINE® Gold Series provides both a premium wiper blade and a glass treatment, CLEAR PERFORMANCE, for the windshield that sheets rain, improves wiper performance and resists chips and scratches for the life of the blade. *

The VALVOLINE® Gold Series is the only retail blade that bears the NASCAR Performance Partner logo. Research shows that over 90% of NASCAR’s 75+ million fan base is more likely to purchase a product with the NASCAR logo.

“The wiper blade category needed something new,” said UL President Steve Larson. “Wiper blades have become a commodity where the consumer has a difficult time knowing why he should buy one blade over another. Not surprisingly, almost half of consumers can’t remember what brand of blades they bought. Branding blades is helpful, as Rain-X , Mr. Clean and Michelin prove. But if you have the same or look-alike blades it’s just another name.”

According to Larson, UL created a complete windshield system.

“We knew we had to focus both on the blade and the surface the blade works on,” said Larson. “For the first time when a consumer buys a wiper blade, he or she gets a free windshield treatment that is designed specifically to improve wiping performance as well as to sheet rain and resist scratches. And of course, it is free with the purchase of the VALVOLINE® Gold Series wiper blades.”

The technical challenge was a huge undertaking.

”We wanted a treatment that would last for the life of the blade without needing to be reapplied constantly like so many other glass treatments,” explained UL Vice President of Marketing Rich Kottmeyer. “We also knew that buying decisions are made in the store based on the display and packaging.”

UL worked with the leading firm Leggett and Platt Design Group for fixtures and Altivity for packaging to create a premium look and experience for the Valvoline brand unveiled at AAPEX.

The whole purpose of the VALVOLINE® Gold Series: to create a product where both the consumer and retailer ask, “Why wouldn’t I buy the Valvoline blade?”

IMC Licensing, the nation’s licensing agency specializing in consumer product brands, is Valvoline’s exclusive licensing agency. IMC Licensing will be managing this licensee and program on Valvoline’s behalf. In addition to Valvoline, IMC Licensing represents Kraft Foods, Remington Arms, TABASCO and Wm. Wrigley Jr. Company among others. For more information, please visit www.imclicensing.com.

For more information on VALVOLINE® Gold Series wiper blades, log onto www.ulenterprises.com.

*Wiper Blades should be replaced every six months for safety.

ABOUT UL Enterprises

UL Enterprises is a leading provider of private label windshield wiper blades and glass treatment to the DIY and DIFM and is the exclusive NASCAR Performance Partner for wiper blades and glass treatment in North America. For more information, contact Rich Kottmeyer at 314-443-5764.

ABOUT VALVOLINE

Valvoline, a business of Ashland Inc. (NYSE: ASH), has been serving American motorists longer than any other motor oil marketer and is a leading innovator and supplier of quality, high-performing automotive and industrial products in more than 100 countries. Best known for its lubricants, Valvoline also markets Eagle One® appearance products, Car Brite® car restoration products, Zerex® antifreeze, SynPower® performance products, Pyroil® automotive chemicals and MaxLife® products created for higher-mileage engines. Valvoline also has a stake in the quick-lube market with its Valvoline Instant Oil Change® unit. For more information, please visit www.valvoline.com

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