Maintenance Partners for Life
What do automotive oil changes and heart disease have in common? Probably not much at first glance, but that didn’t stop executives at Jiffy Lube International and partner Cone Inc. from making a connection for “Maintenance Partners for Life,” Jiffy Lube’s first-ever nationwide cause-marketing campaign, which launched in 2008. The common thread: preventative maintenance, which keeps hearts and cars healthy. Since its first year, the campaign—ably led by Virginia Q. Sanchez, manager of communications for Jiffy Lube International—has leveraged the parallel between heart health and vehicle health to educate people on smart preventative maintenance in both contexts and for good reason: Not only is heart disease the nation’s No. 1 killer of women, but a vehicle inspection campaign by the Car Care Council revealed that 88% of vehicles fail at least one part of the inspection process. With Cone’s help, in the first year of the campaign, Jiffy Lube raised more than $1 million by asking customers to donate $3 to the American Heart Association’s “Go Red for Women” movement. In 2010, Jiffy Lube and Cone once again surpassed the goal of $1 million, with more than 1,700 Jiffy Lube service centers participating. —SG
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