GLOBAL BRAND POSITIONING
How the brandgym Developed Castrol’s Global Brand Positioning
Immersive interviews helped the global team on Castrol Edge, a premium high-performance oil, get ‘under the bonnet’ of car owners and their attitudes to driving. This insight was the springboard for creating and exploring a range of different positioning ideas around the world.
The finalised aspirational brand positioning was the creative springboard for Castrol’s first digitally-led global campaign, The Titanium Trials, which filmed well-known drivers as they pushed their boundaries to the limit. 350m views were generated reaching 500m consumers and driving Castrol Edge to be the company’s biggest global motor oil brand.
“the brandgym has been instrumental in helping us define growth driving positionings for our brands.”
Vivek Rampal, Global Director – Passenger Car Oil, BP Castrol