The world of Industrial lubricants is complex with a multitude of products serving an ever-growing and diverse range of end-use industries, with frequent overlap between products and applications.

Afton Chemical’s new global marketing campaign seeks to make life easier for Industrial lubricant marketers with an applications-based approach. A unique family of seven heroic micro-robot characters, known as the Microbotz, have been created to represent each of the seven application groups within the Afton’s Industrial Additives Portfolio: Wind Turbine; Industrial Gear; Turbine; Hydraulic; Grease; Slideway; and Metalworking. 

Each is a champion of their application area and an expert in the world of Industrial lubricants. Their role is to guide our customers and industry partners through the Afton Industrial range, promoting new solutions, advising them about the benefits of Afton’s technology to their business, informing them about the industrial market and helping them to stay at the forefront of their industry sectors.

Sarah Flower, Senior Marketing Manager at Afton Chemical commented: “The Industrial lubricant landscape can sometimes be challenging to navigate, and we found there was a need for an innovative and engaging marketing approach to bring it to life. Individually, each of our Microbotz characters will explain Industrial Additives in the context of real world end-use applications. As their story unfolds we journey with them as they patrol the lubricant, deep inside the chemistry, protecting each application from a variety of potential enemies - be that oxidation and sludge formation, contaminants, wear, rust or heat. The aim is to demonstrate how our additives work to prolong the life of the lubricants they serve and improve the performance of industrial machinery.” 

As part of this new campaign, customers will have access to a limited edition collectible box set of Guides to Industrial Lubricants. Seven books will be published. Each book will include chapters on end-use applications, lubrication needs, key OEMs, significant tests and specifications, market trends as well as the corresponding Afton Industrial product range. The first book in the series focuses on Turbine applications, and is due out later this summer.
For more information or to sign up to receive the limited edition box set of Guides to Industrial Lubricants, visit Afton’s new MicrobotzTM site at:

About Afton Chemical

Afton Chemical Corporation, is part of the NewMarket Corporation (NYSE: NEU) family of companies. Afton uses our formulation, engineering and marketing expertise to help our customers develop and market fuels and lubricants that reduce emissions, improve fuel economy, extend equipment life, improve operator and driver satisfaction and lower the total cost of vehicle and equipment operation. We are leaders in fuel economy improvement, emission reduction and wear control technology. We offer performance fuel additives and refinery chemicals, such as gasoline and diesel performance additives, lubricity improvers, and cold flow improvers; driveline additives, such as automotive gear oil and automatic transmission fluid additives; engine oil additives for passenger car, heavy duty diesel and railroad and marine diesel engines; additives for industrial products, such as wind turbine lubricants, industrial gear oils, turbine oils, hydraulic oils, grease, slideway oils, metalworking fluids and industrial specialty chemicals. The company supports global operations through regional headquarters located in Asia Pacific, EMEAI, Latin America and North America. Afton Chemical Corporation is headquartered in Richmond, Virginia.

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