Have you noticed Caltex’s new brand campaign? After years of faithful and outstanding service, the cleaning team of little men has been retired and in comes a bubbly new brand image along with a new tagline – Enjoy the Journey.
Chevron Malaysia Limited, the operator of Caltex, recently held a briefing session on its new brand campaign and strategy, which is aimed at enhancing the Caltex experience and providing a positive impact for Chevron, Caltex retailers and customers.
According to Chevron, they came up with the new tagline based on intensive market research conducted in Caltex operating markets in Asia Pacific, South Africa and Pakistan. ‘Enjoy the Journey’ replaces the well known “What Drives You” tagline, which is 10 years old.
Chevron is using more emotive imagery in this new campaign, including the use of bubbles as a recurring feature to symbolise “escapism and happiness”. Bubbles is also linked to washing, which makes things clean, making it a good detergency metaphor for the cleaning power of Techron, Caltex’s fuel additive.
As part of efforts to reinvigorate the Caltex brand, which has been in Malaysia for 75 years, Chevron will employ mobile bubble dispensing Techron Ambassadors as well as a customised Caltex station locator app for iPhones and Android smart phones. Similar apps for Nokia, Windows Phone 7 and Blackberry are on the way.
The service stations will also be getting a facelift, following the lead of the Caltex station in Bandar Utama, PJ.
“Our customers are the inspiration behind the new ‘Enjoy the Journey’ campaign. It positions Caltex as the brand that understands the needs of all motorists, and works hard to make their journey a little more enjoyable by providing high quality products, services and facilities. We continuously strive to deliver on this promise each time our customers pull in at our service stations,” said Faizah Abdul Samad, Chevron’s Marketing Support Manager for Malaysia, Singapore and Cambodia.
For more info, check out Caltex’s Malaysia website.
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Too many slogans by many players, confuse the customers!
One slogan change every 10 years and you start getting confused?
bubble party yo!!!
Caltex is very nice fuel. Caltex has, as far as my Waja is concerned, the best fuel. Very smooth and powerful, gives good mileage too.
It’s good to see them expanding further, but I wish they could tie up with bigger banks ie Maybank/CIMB/Public Bank and offer credit card with special benefits. Much like Maybank’s and CIMB’s tie up with Petronas. Which is why I fill up with Petronas now. Previous Primax used to be the most rubbish fuel, but since the Primax 95 extra launch, feels better. But I still think Caltex is nicer.
the girls…. wowwww… ; )
I really don’t trust their lucky draws.