Caltex operates the largest oil company retail network in Australia. Research showed that Caltex was better known for selling petrol than oil. They needed to improve Havoline’s brand awareness and increase sales by selling their premium range of Havoline motor oils through retail outlets across the country as well as in their own petrol stations.
We developed a new brand strategy to make the Havoline Oil range truely standout in a crowded marketplace that recommended a radical new range of bottle shapes and a new premium label range that would attract attention in a more competitive retail environment.
Three distinct new bottle shapes were designed and developed in 3D incorporating the smooth ﬂuid lines that are a property of high quality motor oil viscosity. We also greatly increased the structural integrity of each bottle shape by using the inspiration of domestic vacuum cleaner hose ribbing as a strengthening device around the bottle collar. Once the 1L, 4L & 5L bottle shapes were approved we then simpliﬁed the information hierarchy and created a new premium label range using colour coding for easy identiﬁcation of 6 oil products across 3 diﬀerent container sizes and designed new point of sale materials. In market research the 3 new bottle shapes and label designs received the strongest most positive response of any lubricant design work they had ever tested.
The new bottle designs was stronger, lighter, cheaper to manufacture and easier to use. The two larger bottle designs were developed to not require the additional cost and ﬁtment of an anti-glug device in the bottle spout as the expelled air bubbles travel up the hollow handle as you begin pouring, making accurate oil delivery quicker, easier, enabling reduced spillage and product wastage.
Return on investment – Sales increased 23% in the ﬁrst year. Packaging costs where reduced by 5% (approx $100,000 a year) and consumer packaging preference increased from 1 out of 10 to 9 out of 10. The new Havoline Oil range bottles won an award for innovative plastic packaging at the Australian National Packaging Awards.
Caltex Lubricants & Speciality Oils is a premium range of products that needed updating as they were not performing to sales expectations.
We recommended new bottles, lids and a new plastic body colour to reposition the range. A new range of labels were designed and developed with simple graphic icons and a new colour-coded label identity system with larger product descriptors.
Stronger growth in Specialities & Lubricants was recorded. Volumes grew substantially by year end.
Caltex Techron Fuel Injector Cleaner is a premium, high performance fuel additive product that was not fulﬁlling its sales potential.
With a limited budget the new Techron packaging needed to work hard on-shelf. We recommended a new bottle shape, created two new sub-brands 1000 & 5000 and designed a new point of sale collar device to promote key beneﬁts to consumers.
Sales increased 75% within 6 months and more than doubled by year end.