Here's the situation: You're an important motor oil company. You're not the biggest one, but people respect you enough that you can use "The V" as well-known shorthand for your brand. Also, you've kind of got a chip on your shoulder when it comes to competing with the big players, always wanting to make sure you innovate ahead of the competition.
In 2005, you start thinking about making a "green" motor oil. Your marketing team tells you that customers are ready for it. Your engineers say that the technology has finally evolved enough to actually make a high-quality, reliable product from recycled used motor oil. So you decide to go ahead with this project, spend a lot of money on developing it and then figure out a way to get people to buy it. First, though, you need a code name for the whole thing. What do you call it? If you're Valvoline, the answer is "Project Shamrock," and we've got all the details for you after the jump.
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Gallery: Valvoline NextGen Recycled Oil