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.
- 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