NEW YORK—Ashland’s Valvoline brand is partnering with Cohn & Wolfe to launch its new NextGen motor oil. The product, based on a formula made with 50 percent recycled oil, is being described as one of the most significant introductions in the history of the 140-year old motor oil pioneer.

Cohn & Wolfe has spearheaded development of an integrated communications campaign to introduce NextGen and will drive consumer PR strategy, including sponsorship activation, event management and traditional and digital media engagement. Cohn & Wolfe has worked with Valvoline since 2009, initially supporting the Valvoline Engine Guarantee program before more recently being named agency of record in the US.

According to Blair Boggs, vice president of global brands at Valvoline, “Cohn & Wolfe has been a strong strategic partner and infused our programming with a creative energy that will help effectively deliver our message and connect with, educate and motivate consumers.”

As part of the launch, Valvoline is partnering with Keep America Beautiful. The company will donate $1 up to $250,000 for each person who agrees to recycle used oil and use recycled oil via the website . Rutledge Wood, co-host of Top Gear US on the History Channel and NASCAR analyst for the Speed Channel, will serve as brand ambassador to help raise awareness about the importance of recycling motor oil.