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D-A Lubricant Launches New Look for PennGrade and PennGrade1 Brands

Label refresh creates new opportunities for brand awareness and on-shelf presence

D-A Lubricant Company announced a new look for its PennGrade® Passenger Car Motor Oil and PennGrade1® High Performance Oil, a first since D-A acquired the PennGrade name and logo in 2015. 

The PennGrade Passenger Car Motor Oil lineup is now color coded to demonstrate the distinct levels of viscosities between the synthetic, full synthetic and premium full synthetic motor oils.

“The refresh on the labeling with the new color system makes it easier for the consumer to identify and differentiate between our good, better and best selection of motor oils for passenger cars,” said D-A Lubricant Owner and CEO Mike Protogere. “Depending on the consumer’s price point and what features they are looking for, they can choose the right D-A oil for their car.”
 
Operated in the U.S. for 100 years, D-A Lubricant is the first company ever to specialize exclusively in the manufacture and distribution of heavy-duty lubricants designed especially for heavy-duty equipment.
 
“D-A is already well-known and highly-regarded in the heavy-duty and construction industries, but we want our customers to understand the full breadth of our lubricants and related products, which also includes those for passenger cars,” Protogere said. “We take great pride in our robust product portfolio — from industrial and agriculture to mining, power generation, on-highway transportation and automotive — and want our customers to be more aware of all we offer to fill their lubrication needs.”
 
Also part of the branding refresh is an updated label for the iconic PennGrade 1 High-Performance Oil. The redesign helps differentiate PennGrade1 from the rest of the PennGrade family and includes a nod to the Brad Penn logo.
 
“We want our customers loyal to the Brad Penn brand to know PennGrade 1 — The Original Green Oil — as well as the entire PennGrade 1 product line is the same product today as it has been for decades,” Protogere said. “It continues to use the unique Pennsylvania Grade base oil cut and the specially-selected high-zinc, high-phosphorus formulation that’s been known and trusted by high-performance engine builders and vehicle owners for decades.”

Family-owned and operated, D-A Lubricant is located in a state-of-the-art facility in Lebanon, Ind., a 250,000-square-foot building with space for offices, blending, processing, packaging, a technical lab, rail loading and offloading and 14 dock doors. D-A produces industry-leading engine oils, transmission lubricants, greases, gear lubricants, hydraulic oils, antifreezes, specialty products and industrial grade lubricants.
 
“D-A has a long history of quality, both in our products and our service,” Protogere said. “We believe this label refresh will create opportunities for a bigger on-shelf presence and awareness of the D-A brand to more customers across the country.”

About D-A Lubricant Company
Family-owned and operated in the U.S. for 100 years, D-A Lubricant offers the most complete and superior quality products — engine oils, gear lubricants, hydraulic oils, greases and specialty lubricants — in the market today. Located in Lebanon, Ind., D-A Lubricant Company includes the brands of D-A, PennGrade® and PennGrade 1®. For more, visit https://www.dalube.com/.

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