Tuesday, January 3, 2012

Royal Purple Develops New Proprietary Bottle

High performance lubricant manufacturer Royal Purple has introduced a new proprietary quart bottle to the consumer market. While maintaining the trademark purple bottle and yellow cap, the new bottle features an embossed logo that serves as an anti-counterfeiting measure. 
“There have not been any incidents to date, but we know our rapid growth and expansion into additional international markets makes RP (Royal Purple) more tempting to counterfeiters. We also thought it was important to upgrade the look of the bottle to convey the quality of the product it contains,” said Mark McFann, Vice President of Marketing and Sales. “We’re simply trying to be proactive,” he added.
“The embossed logo required the creation of a special mold and would be very difficult to replicate,” said Royal Purple packager Oscar Botello. Although the bottles underwent a structural and esthetic upgrade, Royal Purple was diligent in keeping the “shelf footprint” of the bottle the same so that distributors and retailers would not be impacted. 
All Royal Purple products currently packaged in the industry-standard F-style bottle are being converted to the new bottle, and are being rolled out to retailers as inventory is restocked. Products in the new bottle will be distributed through more than 24,000 retailers such as AutoZone, Advanced Auto, CarQuest, NAPA, O’Reilly Auto Parts and Pep Boys, and e-retailers Lucky7Trucks.com, Pace.com, Jegs.com, SummitRacing.com and DennisKirk.com.  

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