BRAVOIL International FZCO, headquartered in Dubai, UAE, produces and distributes high-performance lubricants for a wide range of engine and equipment applications. But BRAVOIL is positioned to make marketing waves by launching its re-refined flagship product, BRAVOIL S Ultra -Synthetic Blend Motor Oil, in heavy-duty, easy-to-pour, flex-pack stand-up pouches—reportedly, the first UAE-produced and marketed motor oil to be packaged in this way. BRAVOIL Lubricants is pioneering the concept in UAE.
“Engine oil is a specification-driven business. BRAVOIL S Ultra meets all Original Equipment Manufacturers (OEM) specifications and Society of Automotive Engineers (SAE) requirements. But just having a strong point of difference isn’t always enough. Even though S Ultra is a high-performance motor oil that is environmentally friendly, sustainable, and renewable. The challenge, therefore, is getting a new brand identity that can be noticed versus well-established brands.”
Leaping for packaging distinction
For its other products, BRAVOIL had been using traditional, blow molded, rigid high-density polyethylene (HDPE) bottles. BRAVOIL decided to make a marketing leap and offer the first UAE motor oil products packaged in flexible, spouted, stand-up pouches.
The material is formulated to provide superior burst and seal strengths required for the rigors of oil and other hard-to-hold liquid products. Designed for durability, the packs reportedly have passed drop tests in excess of 20 ft.
In addition, pouches are lighter weight, enabling freight cost reductions. He estimates, “One truck load of unfilled flex-packs is equivalent to 26 truck loads of unfilled rigid plastic containers. This translates to a significant reduction in fuel consumption, road emissions, fleet maintenance, and operation costs.”
Flex-packs also can provide a more compact shelf-stacking footprint versus plastic bottles, while presenting attention-getting container shapes with vivid billboard graphics.
“We believe the benefits of the new pouch packaging are many. The amount of space available for messaging is greater on the pouch than on bottle labels. The flexible shape of the pouch can more easily conform to retail shelf display parameters. And the handle on the one-quart pouch facilitates pegboard hanging displays. Also, the versatility of pouch structures enables us to add attractive packaging design elements such as a reflective layer to help our products stand out on the shelf. Then, importantly, there are the environmental advantages. Pouches take up less space in transport and storage. And post-consumer-use, pouches, which can be completely evacuated of product and flattened, require far less disposal space than empty HDPE bottles.”