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As an enthusiast, sometimes, you almost have to feel bad for oil companies—or at least their marketing departments.

Now, tire companies don't exactly have it easy—consumers gravitate toward the cheapest round, black option—but at least tires are visible, and attentive drivers can actually feel the difference between brands of rubber. But oil? It's a tough sell. Because if your car is working correctly, you shouldn't see oil, and many folks determine which brand to use by finding most geographically convenient quick lube joint.

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So what's an oil company to do to get people to pay attention to their brand?