Caltex branding drive to build an emotional bond

SINGAPORE: Oil retailer Caltex is rolling out a brand campaign

across Asia and southern Africa in which it seeks to develop an

emotional bond in a low interest category with consumers.

Brian Fisher, global account director at McCann-Erickson Singapore,

Caltex's newly-appointed agency, said many oil retailers fall into the

trap of talking about cars and engine performance. Fisher argues this is

a mistake because "people don't always think that if their car is

performing well it's because of the petrol".

The new campaign recognises that petrol stations play a minor role in

people's lives and positions Caltex as a place to re-energise and

replenish.

The TVCs use the line "What drives you - Caltex" and shows everyday

people striving to achieve goals in life. The commercial will begin

airing across Asian markets later this month. There are also print and

radio ads.