Brand Challenge

Castrol sought to launch a unique line of fuel additives for the DIY mechanic. We recommended building on Castrol racing brand equities while differentiating the new offering through strategic naming, messaging and a proprietary packaging structure.

Compelling Results

• Consumer insight drove concept exploration, leading to the winning “gas pump” structure
• The name “Power System” connects the brand’s reason to believe with the other products in the line
• Playing on brand attributes and consumer preferences, highly-energized graphics swirl to connote superior cleaning power and speediness