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Cohn & Wolfe recognized at 2012 Global SABRE Awards
Valvoline NextGen campaign one of 50 global winners
New York – October 31, 2012 – Cohn & Wolfe, a leading global communications agency, won a 2012 Global SABRE Award, presented last night during the Global SABRE Awards dinner held at The Holmes Report Global Public Relations Summit in Miami, Florida. The award, for Product Media Relations – Trade, recognizes Cohn & Wolfe’s work for client Valvoline and is only one of 50 winning campaigns worldwide.
Winners of the Global SABRE Awards were chosen from the regional winners of the North America, Europe and Asia-Pacific Awards that took place earlier this year.
Cohn & Wolfe launched Valvoline NextGen motor oil – a 50 percent recycled formula – during National Recycling Month in 2011. A major element of the campaign’s success was winning over key influencers in trade media, from automotive experts to environmental enthusiasts who questioned the merits of re-refined oil. By allowing key influencers to take a look behind the curtain at Valvoline’s cutting-edge technology, the campaign changed minds and exceeded expectations, generating more than 300 million media impressions and helping make Valvoline NextGen motor oil one of the fastest-growing new products in the company’s history.