Basten Greenhill Andrews has been appointed to carry out a two-part, worldwide programme to refresh the look and feel of Castrol International’s branding.
The client is celebrating its centenary this year. It has 12 000 staff in 130 countries and an annual turnover of £1.8m. It is the lubricants division of Burma Castrol, a parent company with a turnover in excess of £2.8m.
The project was won after a three-way creative pitch against unnamed rivals. BGA will work in collaboration with business learning consultancy Celemi.
The new identity is scheduled to be launched next March. The project is the result of redefined positioning of Castrol International, which has moved from a geographically organised structure to one based on four business streams: commercial, industrial, consumer and marine.
As well as manufacturing motor oils, the company is also involved in gas and electricity production, plastics and refrigeration technology.
Richard Buitenhek, director of Castrol’s brand marketing department, says, “We are very keen to drive the brand communication programme forward. It reflects our efforts companywide to refocus our business strengths.”
BGA managing director Tim Greenhill says, “Castrol is a brand which is steeped in heritage; it will be very interesting to be a key part of its evolution into the next millennium.”