Salt Lake Tribune | 1917-01-21 | Page 30 | E-Z-Run Auto Oil Adopts New Slogan

E-Z-RUN AUTO OIL ADOPTS NEW SLOGAN Well Known Culco Lubricant Now Known as "Happy Medium." It would seem almost suicidal to success suc-cess to change the name or motto of a well advertised product after many years of successful selling, but force of circumstances has made it necessary for the Culmers company to adopt a new catch phrase for E-Z-Euu, formerly known as "The Ford's Affinity." As a matter of fact E-Z-Bun is a much higher grade oil than the usual run of Ford oils, and the tendency 'on the part of some dealers to substitute a cheaper article when E-Z-Run was called for has long been a source of displeasure displeas-ure to the Culmer company, which is a stickler for quality. Furthermore it was found that motorists motor-ists took it for granted that E-Z-Euu was intended solely for Ford cars, while as a matter of fact it works nicely in any make of car and is higher grade than many of the high priced lubricants, and it was christened "the Ford's Affinity" Af-finity" simply because it acted better in a Ford than any other oil and really increased the efficiency of the car. Now, however, to better describe its properties, the phrase "Happy Medium" Me-dium" was decided upon, being" a medium me-dium priced oil and suitable for all cars. In commenting on the matter, W. F. Culmer, manager of the Culco Oil company, com-pany, stated that he was doubtful if the old phrase could be discarded entirely for some time, owing to the enormous amount of advertising it had been given, but he expects'to spend fully as much in getting the new trade phrase before the motoring public.