Here’s Looking at You Luby!
JLM Lubricants launch mascot as part of global marketing drive in 2019
The global trade trusted brand JLM Lubricants has launched Luby – their new mascot who will be the fun, helpful and quirky face of the brand.
Said Gilbert Groot, the Founder and CEO of JLM Lubricants, “The idea started because I wanted a spokesperson for our brand; a character who could spread news about us; not just with our professional customers but with our growing army of motor enthusiasts too. He had to be likeable and relevant; a mascot that will grow with us as we move into new territories globally and, as we add to our roster of new and innovative products. Looking at Luby you can hopefully see we wanted a character that would be associated with our brand name and our brand purpose. We wanted to stay close to the image of a drop of oil and to embody this in a little mascot with a fresh, modern and fun appearance. I believe with Luby we have achieved this and so far the reaction to him has been fantastic.”
JLM are using Luby across all their marketing channels including point of sale promotional material for professional motor factors and promotional items for professional motor mechanics and motor enthusiasts. This includes baseball hats, t-shirts and mugs. A special limited edition Luby range will be launched this year with the aim of spotlighting Luby and the full range of JLM Lubricants’ products. He will be debuting in videos and exhibition materials and will be ‘running’ several competitions.
“We want Luby to become an instantly recognizable mascot for our brand; a little character that makes people smile and think good things about JLM Lubricants,” said Groot. “Luby will be a force for good; always on hand to offer advice and always in a good mood, never troubled by hangovers or sickness! He will be the brand ambassador for every one of our products and we’re excited about letting him loose this year and in the years to come.”