• 04/09/2020
  • Corona-Krise

“Don’t just spill a little. Make a splash! On TV.”

Ernst Prost on the new TV spot in Germany and why LIQUI MOLY is currently “beating the communications drum louder than ever”


Good morning, dear friends!

The last time here in Germany, during the financial crisis of 2008/2009, we chose television commercials for our brand as a proven means of combating declining sales. “We produce our LIQUI MOLY motor oils and additives exclusively in Germany. We also pay our taxes here. We create new jobs and train apprentices. We neither receive subsidies nor do we apply for short-time compensation. And so that all this can stay this way, I ask you most cordially: Use motor oils by LIQUI MOLY” – that was the text I spoke at the time, which I had cobbled together during a sleepless night full of worry. We shot the clip at our own warehouse. With an increased advertising effort, we braced ourselves against the decline back then. And it worked – we did well.

We are now pulling the tried-and-tested instrument of television advertising in Germany out of our toolbox to combat the latest crisis. We are going on air again! The starting shot will be this Saturday. TV commercials spiced with even more advertisements. But please don’t trash-talk the TV spot :) – it was my idea and that’s exactly how I wanted it. The music is great and our logo speaks for itself. There’s not much more to say. It certainly makes a change. And, after all, WE are very special.

TV spot 2020

Our double-page advertisements to celebrate the “Best Lubricant Brand for 10 Years” award will appear in all major magazines and newspapers in Germany over the next few weeks and months. Best Brand advertisement

My open letter to all customers, in which I ask them to buy our products – so that we can keep the factory running – will be published at the same time. And, of course, the order of the day is “fire at will” on all social media channels. As long as our salespeople have to stay at home due to lockdown restrictions, we will be beating the communications drum louder than ever. We can hardly hang around until the crisis is over, and simply hope that there will still be something left of our business …

If you are interested in our TV spot from last time, then click here

You can also take a look at our advertisement, with which we very successfully presented our position and strategy during the financial crisis of 2008/9, by clicking here: Advertisement 2008/09

Crises are not fought by short-time work, but only by working even harder – that was our motto during the last crisis. That's exactly what we’re going to do again this time!

Happy Easter, everyone!