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.
