Valvoline is a celebrated American automotive brand.  With its tagline, “150 years under the hood," the brand is known for its practical knowledge and experience in all things automotive. In order to maintain its category leadership, team Valvoline partner with CBX to improve the oil changing experience through value-added innovation. By observing oil-changing behaviors of auto enthusiasts, we identified an opportunity to improve the functionality of the bottle itself. CBX designed structural updates to the spout and handle to improve pouring and deliver demonstrable value to the consumer. The new Easy Pour™ Bottle, with its re-positioned handle and innovative Anti-Glug™ spout, now caters to the discerning automobile driver looking for best-in-class innovation.