Defining how 'titanium-strong' product is communicated to global media
Castrol has long led the engine lubricant market with innovative new formulations. The brand’s global marketing team approached PFPR to formulate the global product positioning and accompanying key messages for one of its flagship oils; Castrol EDGE Titanium FST.
PFPR started with an extensive research exercise at the Castrol Technology Centre in Pangbourne, interviewing scientists in the Advanced Technology team to uncover stories about the lubricant’s development and testing programme. A comprehensive suite of documents was also created to provide clear and consistent guidance to marketing and sales teams around the world in how to refer to the oil’s complex chemistry and its benefits.
The positioning and messaging used in subsequent marketing materials, product packaging texts and ‘explainer’ videos harnessed PFPR’s expertise in automotive communications. Castrol was able to locate and interpret highly technical themes and package usable stories for a wide variety of trade and consumer audiences worldwide.