Caltex branding drive to build an emotional bond

<p>SINGAPORE: Oil retailer Caltex is rolling out a brand campaign </p><p>across Asia and southern Africa in which it seeks to develop an </p><p>emotional bond in a low interest category with consumers. </p><p><BR><BR> </p><p>Brian Fisher, global account director at McCann-Erickson Singapore, </p><p>Caltex's newly-appointed agency, said many oil retailers fall into the </p><p>trap of talking about cars and engine performance. Fisher argues this is </p><p>a mistake because "people don't always think that if their car is </p><p>performing well it's because of the petrol". </p><p><BR><BR> </p><p>The new campaign recognises that petrol stations play a minor role in </p><p>people's lives and positions Caltex as a place to re-energise and </p><p>replenish. </p><p><BR><BR> </p><p>The TVCs use the line "What drives you - Caltex" and shows everyday </p><p>people striving to achieve goals in life. The commercial will begin </p><p>airing across Asian markets later this month. There are also print and </p><p>radio ads. </p><p><BR><BR> </p>