Castrol’s three global car engine oil brands were dominated by a strong corporate branding system and the much-admired ‘Liquid Engineering’ has been lost from the packaging. Strong variant differentiation was needed.
WMH came up with ‘Oil in Action’. This global idea was used to create three distinct brand worlds and rebuild Castrol GTX, MAGNATEC and EDGE into separate power brands, each bringing ‘Liquid Engineering’ back to life in a way that explained their individual roles.
The new identities and messaging went across all brand touch-points, from packaging and advertising to digital. Building on the ‘Liquid Engineering’ advertising campaign, we also created three ‘Oil in Action’ films to clarify the oils’ distinct properties and describe how they work in the engine.
“The objective of the Oil in Action design is to reinforce the identity of each Castrol product brand offer, creating a tangible and compelling story behind each one. The clean and bold design visually disrupts the category, positioning Castrol as a confident leader.”
A.S. RAMCHANDER, VICE PRESIDENT, GLOBAL MARKETING, CASTROL LUBRICANTS