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As the leading association that represents the oil and gas industry, American Petroleum Institute not only sets industry standards but is in the position to educate both consumer and industry audiences on the importance of quality engine oils. Coyne has developed programs for API that combine comprehensive social content strategy with multiple consumer facing PR efforts as well as developing digital properties and B2B advertising campaigns to help make motor oil matter.

We carried the dipstick theme into radio by creating a commercial that spoke to truckers where they spend the most time – in their trucks.