“The First in Synthetics”
A. J. Amatuzio, President and CEO.
Albert J. Amatuzio, President and CEO of AMSOIL Inc., announced that the
phrase "First in Synthetics" is now part of the AMSOIL registered
trademark. No other oil company in the world can claim to be first.
AMSOIL applied to have this statement registered and was told that they
must prove to the trademark officials, by documentation, that AMSOIL Synthetic
Oil was the first, historically. However, they also said that by claiming to be
first, we were insinuating we were the best (or #1/first) from a quality or
So, AMSOIL had to convince them that they had the best product to also claim
to be first. AMSOIL proceeded to present comparison documentation and test
results backing up the claim that AMSOIL was also the best. Yes! The trademark
officials accepted the documentation to allow AMSOIL to use "first" in
But the process was not finished. The procedure now required the government
to notify all other oil manufacturers that would be impacted by the decision, so
they would have input before this decision would be official. They were
notified in writing and given 90 days to object, comment or respond. The 90
days elapsed without a peep!
AMSOIL not only convinced the trademark office that AMSOIL Synthetic Oil was
the first historically, but also convinced them that AMSOIL is the first in
quality, and no other competitor objected!