It is called "rebranding"....or something like that.  I have to deal with it all the time when gas stations, banks, restaurants, stores want to change their signage and logos (I am the zoning administrator and issue the permits for a small town).

It took me a while to find a Dr. Pepper at a convenience store af few weeks ago...the labels had changed.

It was time for a new pot of mink oil. The Red Wing folks have changed their can size, shape and color. The lady had to point to it, even though it was in the same place. My Eyes knew what they were looking for. And that's how I find things. Anyway, when she explained
They changed the packaging..
I just deadpanned it, looked at her and said
Well, gee, that's just so exciting and enticing, I'm tempted to just buy Two! Tossed in a head back eye roll and she just laughed.

Whoever these marketing geniuses are who suggest such changes are, IMO, idiots...
But , I'm guessing there is statistical data that supports the occasional change in packaging. The cost, the losses from
I couldn't find Dr. Pepper and grabbed a Mr. Pibb
All must be offset by catching New eyes and the determined consumer will find their old favorite.

Maybe Rotella has seen sales increases and wants to get more...

I'm with ya. Zip.  That's sorta what prompted my post a few weeks ago when I couldn't find the Dino on gallon jugs, and all of a sudden the shelves were full of all of these other flavors that I had never seen.  

The way I see it, we just need dino, blend, and full synthetic. Everything in between that is just a waste of resources and shelf space. I can understand if we were all driving high-end $5mil Ferraris or something, but we're just normal folk driving normal cars/trucks and motorcycles. Just keep it simple Shell!

I too vote for Justin  

I will not seek the position, and, if nominated, will not campaign, and, should the People elect me over my objections, I will not serve.
Sincerely
Justin O Guy

I didn't know you were Russian!

Now hiring
Cryptographer

You'll need a better resume' than the last guy had.
Contact me and I'll put you in contact with his Very soon to be widow. She will provide you a copy.
Or else.

Bwahaahaa...

As long as there is an MA endorsement on the back of the jug, it's still safe for our wet clutches.  The real concern is what they have done to zddp levels.  Diesel emission systems are becoming more prevalent, and zddp is not recommended for some of the new systems.  We may all be adding additive if that is the case.    So far, I haven't found any info on the new oils zddp levels.