Caltex helps make the journey enjoyable

CALTEX      REBRANDING      MARKETING

Malaysia – Lubricant brand Caltex is set to launch a new marketing campaign next month in conjunction with its seventy-fifth anniversary celebrations, running with a new tagline 'Enjoy the Journey'.

The campaign features a "bubbles" theme to display an innovative way of communicating the benefits of Techron in an engine and promises consumers a different experience each time they drive into a Caltex service station.

Caltex has also embarked on community-related programmes initiated by Chevron Malaysia such as a series of efforts to raise awareness and enhance education on HIV and AIDS. Chevron recently presented a cheque of RM 53,241 to the Malaysian AIDS Foundation. 

"We want to create a real change in our brand promise to get consumers to re-evaluate Caltex, its products and offer," Peng Xiao Fei, Chevron's Asia-Pacific VP of international products, said. 

The campaign is rolling out as a nationwide initiative next month.

Hill & Knowlton is the PR agency behind the push.

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