Shaping consumer choice

Re-launching Caltex’s premium
motor oil range for the retail sector.


The Challenge

Caltex is Australia’s leading oil refining and marketing company. Research showed that Caltex was better known for selling petrol than oil. They needed to improve Havoline’s brand awareness and increase sales by selling their premium range of Havoline motor oils through retail outlets across the country as well as in their own petrol stations.

The Insight

We developed a new brand strategy to make the Havoline Oil range truely standout in a crowded marketplace that recommended radical new range of bottle shapes and a new premium label range that would attract attention in a more competitive retail environment.

Three distinct new bottle shapes were designed and developed by us incorporating the smooth fluid lines a property of high quality motor oil viscosity. We also greatly increased the structural integrity of each bottle shape by using the inspiration of a domestic vacuum cleaner hose ribbing as a strengthening device around the bottle collar. We then simplified the information hierarchy on the premium label range and used colour coding for easy identification of 6 oil products across 3 different container sizes and designed new point of sale materials.

In market research the 3 new bottle shapes and label designs received the strongest most positive response of any lubricant design work they had ever tested.

Caltex: Lubricants & Specialty Oils
Resign boosts sales performance.

The Challenge

Caltex Lubricants & Speciality Oils is a premium range of products that needed updating as they were not performing to sales expectations.

The Insight

We recommended new bottles, lids and a new plastic body colour to reposition the range. A new range of labels were designed and developed with simple graphic icons and a new colour-coded label identity system with larger product descriptors.

The Impact

Stronger growth in Specialities & Lubricants was recorded. Volumes grew substantially by year end.

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