Doggett Jones developed new branding and a look and feel for Castrol EDGE alongside its ‘Fluid Strength Technology’ claim. Our in-depth creative evaluation revitalised Castrol’s flagship brand and encapsulated the new EDGE proposition: ‘Strength to Perform – Freedom to Drive’.

Building upon the existing recognition and brand strength of Castrol EDGE, a more premium, sophisticated look and feel was created to target a new, more discerning customer profile.

The campaign extended to the creation of global brand guidelines, product packaging, sponsorship, employee engagement, product and service literature, global advertising and leading car manufacturer endorsements.

Doggett Jones developed new branding and a look and feel for Castrol EDGE alongside its ‘Fluid Strength Technology’ claim. Our in-depth creative evaluation revitalised Castrol’s flagship brand and encapsulated the new EDGE proposition: ‘Strength to Perform – Freedom to Drive’.

Building upon the existing recognition and brand strength of Castrol EDGE, a more premium, sophisticated look and feel was created to target a new, more discerning customer profile.

The campaign extended to the creation of global brand guidelines, product packaging, sponsorship, employee engagement, product and service literature, global advertising and leading car manufacturer endorsements.