Castrol_Brandbook.

qxd 22/11/05 10:54 am Page 1

INTERNAL USE ONLY

This publication contains company information confidential to BP
p.l.c. and its subsidiaries, and is for the internal use of employees
only. It should not be circulated. This publication may not be
reproduced, stored in a retrieval system or transmitted in any form
or by any means, electronic, mechanical, photocopying, recording
or otherwise without prior consent of Linda Cripps in the Lubricants
Global Marketing Unit, Swindon. Although reasonable care has
been taken to ensure that the information contained in this
publication is correct at the time of going to print, such information
is nevertheless liable to variation in the event of changes occurring
subsequent to the date of printing. THE BRAND BOOK

Published by Lubricants UK Ltd., Wakefield House, Pipers Way, Swindon SN3 1RE, England ©Lubricants UK Ltd. 2005
Castrol_Brandbook.qxd 22/11/05 10:59 am Page 3

ABOUTHAVING THE FREEDOM TO EX REUNITE AND REVISIT

IT’S
PLORE AND DISCOVER,

IT’S EVERYTHING FR OM EVERYDAY JOURNEYS TO

EPIC ADVENTURES. IT’S KEEPING THE W
DELIVERING EXCELLENCE,
ROAD TRIPS, THE SCHOOL RUN, THE DAILY COMMUTE, THE
BUSINESS SUPPLY CHAIN, COMING HOME AND GETTING AWAY
HEELS OF COMMERCE TURNING, IMPORTING AND EXPORTING
MAKING NEW CONNECTIONS AND ALLOWING BUSINESSES TO GROW,
IT’S BACK AND FORTH, FINDING A PATH AND LEADING THE WAY

IT’S TRAVELLING THROUGH LIFE,

AND LIVING TO TRAVEL. IT’S NEVER STANDING STILL HOPES, DREAMS
TO AND FRO
AND RELATIONSHIPS MOVE PEOPLE. SO DOES THE DESIRE

TO PERFORM, TO WIN, A ND TO GIVE CUSTOMERS

MORE
THAN JUST A PRO DUCT, OR JUST A SERVICE. LOOKING AFTER A CAR,
TRUCK OR PLANE ISN’T JUST MAINTENANCE. IT’S MAINTAINING THAT EMOTION AND FUELLING THAT AMBITION.

IT’S A WAY TO PROVIDE FOR AND PROTECT LOVED ONES,

A BUSINESS OR THE F REEDOM TO JUST GO.

Project1 22/11/05 12:28 pm Page 1
Castrol_Brandbook.qxd 22/11/05 10:54 am Page 7

WE ARE BUILDING ON A PROUD

Castrol_Brandbook.qxd 22/11/05 10:54 am Page 9
Our Heritage
THE STORY BEGAN: The beginnings were in the railway industry,
but it was not long before motorised transport was to dramatically impact Castrol’s
future. A range of motor oils was developed for cars, aeroplanes and boats. It was the
aviators who first took to the Castrol brand in a big way. Castrol R, a special blend which
continued to work at extremely high altitude became the oil to use amongst aviators.
Léon Delegrange, winner of the 1909 Doncaster aviation meeting
LAND SPEED RECORDS: Sir Charles Wakefield,
the founder of Castrol, saw this as a way of getting the Castrol name in
front of motorists. He started to sponsor air races and record breaking and
then publicised the many successes – this was the beginning of Castrol
marketing as we know it today. The 1920s and 1930s were the era of land
speed records. Castrol was involved in 20 of the 23 world records.
Henry Seagrave broke the 200mph barrier in 1927 in the Sunbeam
WE ARE THE OIL THAT TOOK JOHN ALCOCK AND LT. ARTHUR BROWN ON THE FIRST TRANS-ATLANTIC FLIGHT. WE HELPED CONCORDE, THE WORLD’S FIRST SUPERSONIC
AIRLINER, REACH SPEEDS OF UP TO MACH 2. WE ARE HELPING TO KEEP MODERN INDUSTRY RUNNING SMOOTHLY IN 130 COUNTRIES. WE ARE 21 LAND SPEED RECORDS
AND COUNTING. WE ARE THE FIRST TO ADD METALLIC SOAPS TO OIL, DRAMATICALLY IMPROVING ITS PERFORMANCE AND LIFE. WE INVENTED ADDITIVE TECHNOLOGY,
THE BREAKTHROUGH EVERY MOTOR OIL USES FOR BETTER RELIABILITY AND EFFICIENCY TODAY. WE ARE THE OIL IN EVERY BMW, MINI, JAGUAR, VOLVO, LAND ROVER,
AND KOMATSU TRACTOR THAT COMES OFF THE PRODUCTION LINE. WE ARE THE SDOCP ADDITIVE, THE ANTI-SLUDGE TECHNOLOGY THAT NEUTRALISES THE COMPONENTS OF
SLUDGE BEFORE THEY DEVELOP, PROLONGING ENGINE LIFE. WE ARE CASTROLITE, THE FIRST LIGHTER BLEND OIL TO MAKE COLD START-UPS EASIER WITHOUT SACRIFICING
EFFICIENCY AT HIGHER TEMPERATURES. WE ARE THE OIL THAT TOOK BERT HINKLER ON THE FIRST SOLO FLIGHT FROM LONDON TO AUSTRALIA. IT TOOK 15 DAYS. WE TOOK
FRANCESCO AGELLO’S PLANE TO 440 MPH, MAKING HIM THE FASTEST MAN IN THE WORLD IN 1933. WE MADE THE ENGINE MORE POWERFUL IN THE FIRST CAR TO REACH
300 MPH, OUR 13TH LAND SPEED RECORD. WE ARE CASTROL LABCHECK, A SYSTEM THAT ANALYSES USED OIL FROM INDUSTRIAL EQUIPMENT AND POSTS RESULTS ONLINE
SO OPERATORS CAN KNOW HOW EFFICIENTLY THEIR MACHINES ARE RUNNING 24/7. WE LUBRICATED THE STEAM LOCOMOTIVE ‘MALLARD’ THAT STILL HOLDS THE SPEED
RECORD TODAY. WE BUILT THE MISS ENGLAND III, WHICH BROKE THE WORLD WATER SPEED RECORD REACHING 119 MPH. WE INVENTED CASTROL GTX, THE WORLD’S MOST
FAMOUS MOTOR OIL. WE HELPED JOE WRIGHT BECOME THE FIRST MAN TO EXCEED 150 MPH ON TWO WHEELS. WE KEPT WWII US MILITARY EQUIPMENT RUNNING LONGER
BY APPLYING OUR NEW ADDITIVE TECHNOLOGY TO OUR DEUSOL HEAVY-DUTY OILS. WE HELPED CREATE THE ENGINES THAT FLEW THE WORLD’S FIRST JET AIRLINER. WE
INVENTED ZDDP (ZINC DIALKYL DITHIO PHOSPHATE), AN OXIDATION INHIBITOR THAT IS STILL THE BEST PREVENTATIVE OF CAM AND TAPPET WEAR. WE MAKE ELECTRICITY
MORE AFFORDABLE BY MAKING POWER TURBINES RUN SMOOTHER. WE DEVELOPED THE FIRST RUST AND CORROSION INHIBITORS FOR HYPOID GEAR OILS. WE INVENTED
THE FIRST AFFORDABLE MULTIGRADE MOTOR OIL, FUNCTIONING AT HIGH AND LOW TEMPERATURES AND ELIMINATING THE NEED FOR SUMMER AND WINTER OILS. WE ARE
CASTROL R20, THE FIRST ULTRA LOW VISCOSITY, SEMI-SYNTHETIC RACING OIL DEVELOPED SPECIFICALLY FOR MERCEDES-BENZ GRAND PRIX CARS. WE ARE CASTROL 98,
THE FIRST FULLY-SYNTHETIC JET ENGINE OIL, WHICH MADE AIR TRAVEL CHEAPER AND ENGINES MORE EFFICIENT. WE HELP SUPPLY THE WORLD’S GOLD BY PROTECTING
MINING EQUIPMENT PARTS FROM HARMFUL ELEMENTS ABOVE AND BELOW GROUND. WE TOOK SVEND PEDERSEN’S AND NIELS ANDERSEN’S MOTORCYCLES 12,000 MILES,
THROUGH DESERTS, MOUNTAINS, FORESTS, AND TUNDRA, WITHOUT ONE ENGINE PROBLEM. WE ARE THE 12 PINTS OF OIL THAT KEN RIVERS USED TO TAKE HIS MOTORCYCLE
12,000 MILES AROUND AUSTRALIA. WE HELPED DONALD CAMPBELL’S BLUEBIRD K7 JET BOAT REACH 300 MPH AND MAKE HIM THE FASTEST MAN ON WATER. WE ARE
KEEPING 50% OF BRITAIN’S CARS ON THE ROAD. WE ARE TECHNOLOGY THAT BONDS OIL TO ENGINE PARTS BETTER BY ATTRACTING MOLECULES TOGETHER SO TIGHTLY IT 06 07
MAKES ITS OWN PROTECTIVE FILM. WE ARE THE ONLY LUBRICANT APPROVED BY BMW FOR ALL ITS RACING ENGINES. WE HELP MILLIONS REACH THEIR DESTINATIONS WITH
CASTROL 580, THE ONLY LUBRICANT APPROVED FOR BRITISH AIRWAYS’ 757 FLEET. WE ARE THE DRAG RACING TEAM THAT HAS WON 13 WORLD CHAMPIONSHIPS. WE
TESTED CASTROL XL ON A 12,000-MILE TRACK IN THE AUSTRALIAN OUTBACK, THE HARSHEST TERRAIN ON EARTH. WE ARE CASTROL GTX, THE FIRST MOTOR OIL SUITABLE FOR
EVERY CAR, UNDER EVERY CONDITION. WE HELP KEEP THE WORLD TRADING BY MAINTAINING A 24-HOUR SERVICE FLEET FOR SHIPS IN SINGAPORE, THE WORLD’S 5TH
LARGEST PORT. WE ARE CASTROL B185, THE FIRST FULLY-SYNTHETIC RACING OIL AND ONE OF THE MOST SUCCESSFUL RACING OILS EVER PRODUCED. WE MADE HONDA
MOTORCYCLE ENGINES FASTER ON THEIR WAY TO WINNING 17 CHAMPIONSHIPS BETWEEN 1959 AND 1967. WE ARE CASTROL RS, THE FIRST LUBRICANT TO GIVE THE SAME
PERFORMANCE TO ROAD CARS THAT WAS ONLY PREVIOUSLY AVAILABLE IN RACING CARS. WE ARE HELPING KEEP WATERWAYS CLEAN WITH CASTROL BIOLUBE, THE
WORLD’S FIRST BIODEGRADABLE BOATING LUBRICANT. WE ARE DEUSOL RX SUPER, ONE OF THE WORLD’S FIRST DIESEL MULTIGRADES. WE ARE THE FASTEST ROUND-TRIP
SOLO FLIGHT BETWEEN LONDON TO CAPE TOWN (11 DAYS) IN 1931. WE WERE THE FIRST TO ENGINEER AN OIL SPECIFICALLY DESIGNED TO COMBAT THE STRESSES OF
Castrol_Brandbook.qxd 22/11/05 10:54 am Page 11
Our Heritage

HOTTER AND HIGH-REVVING ENGINES IN SMALLER CARS. WE BROUGHT NEWS TO MILLIONS DURING WWII BY KEEPING PRINTING PRESSES ALL OVER EUROPE

RUNNING SMOOTHLY. WE FIGHT AGAINST OZONE POLLUTION WITH CASTROL ICEMATIC SW, THE ONLY LUBRICANT DESIGNED FOR ZERO CFC REFRIGERATORS. WE

HELPED KEEP THE FIRST PLANE TO GO FROM ENGLAND TO AUSTRALIA FLYING FOR 11,000 MILES OVER 27 DAYS. WE HELPED THE THRUST SSC, A 30,000 HP ROCKET
WATER SPEED RECORDS: Throughout the thirties, Castrol
lubricated numerous successful water speed records. Charles Wakefield financed the
CAR, ENDURE EXTREME HEAT AND BREAK THE SUPERSONIC WORLD LAND SPEED RECORD AT 633.468 MPH. WE ARE THE POWER AND EFFICIENCY THAT HELPED A
building of one of the most famous – Miss England III. Kaye Don reached 119 mph in
TINY ENGINE SET THE 12-HOUR SPEED RECORD IN 1937. WE CREATED A MOLECULAR STRUCTURE THAT BONDS TO ENGINE PARTS AND PROTECTS THEM, EVEN Miss England in 1932.

AFTER THE ENGINE IS DRAINED OF OIL. WE ARE THE DURABILITY THAT KEPT THE 12-CYLINDER SUNBEAM GOING WHILE BREAKING THE ONE-HOUR SPEED RECORD

AT 173.76 MPH. WE PROTECTED THE MOTORCYCLE THAT WON THE MOUNTAIN CIRCUIT LONG-DISTANCE MOTORCYCLE RACE STILL CONSIDERED THE ROUGHEST,

MOST DANGEROUS RACE EVER. WE ARE BEHIND JOHN FORCE, CONSIDERED THE MICHAEL JORDAN OF FUNNY CAR RACING WHO HAS WON 12 OF THE LAST 14 NHRA

CHAMPIONSHIPS. WE REALISE THAT CUTTING-EDGE RESEARCH AND DEVELOPMENT IS STILL FUNDAMENTAL FOR OUR SUCCESS. WE HELPED PROTECT THE SUNBEAM’S 2

ENGINES FROM HEAT AND DIRT AS IT BECAME THE FIRST CAR TO REACH 200MPH. WE ARE THE 1937 12-HOUR SPEED RECORD, COVERING 1964 MILES AT AN AVERAGE SPEED

OF 164 MPH. WE HELPED KEEP THE FIRST AERIAL CONTINENTAL-MAPPING PLANE ALOFT FOR 28,000 MILES, ALL OVER WATER, WITHOUT ONE ENGINE FAULT. WE ARE THE

ONLY AVIATION OIL ROLLS-ROYCE INSISTED BE IN EVERY ONE OF THEIR AEROPLANE ENGINES. WE ARE THE GREAT MOTORING EXTRAVAGANZA, THE LARGEST EXHIBITION AND

MOTOR SHOW EVER DEVOTED TO THE HISTORY OF TRANSPORT. WE ARE CASTROL FX, THE FIRST MOTOR OIL WITH FRICTION-MODIFIED PROPERTIES REDUCING FUEL

CONSUMPTION AND ENGINE WEAR. WE INVENTED CASTROL GTX2 SPECIFICALLY FOR THE EXTREME CLIMATE CONDITIONS AND LONG-DISTANCE HIGHWAYS IN NORTHERN

EUROPE. WE PIONEERED RE-REFINING MOTOR OIL BECAUSE USED MOTOR OIL WAS A SOURCE OF SERIOUS POLLUTION. WE ARE BEHIND DR ANDREW MARKSON AND DAVE

JONES, WHO COMBINED CAR RACING AND AVIATION OILS, CREATING THE FIRST ASHLESS DISPERSANT PISTON ENGINE OIL TO PROTECT AIRCRAFT AT HIGH ALTITUDES. WE

KEPT THE FIRST TWO-STROKE, 500 CC MOTORCYCLE ENGINE RUNNING SMOOTHLY DURING 3 STRAIGHT WORLD CHAMPIONSHIPS. WE ARE CASTROL 5000, THE ONLY Charles Wakefield (left) and Kaye Don (right) beside Miss England III

LUBRICANT RECOMMENDED BY AIR CANADA TO USE IN THEIR BOEING 767 JET LINERS. WE ARE CASTROL 98, THE ONLY MOTOR OIL APPROVED FOR THE ROLLS-ROYCE

ENGINES ON THE SEA HARRIER JUMP JETS. WE DESIGNED CASTROL A747, THE FIRST OIL TO ENDURE THE STRESSES OF A NEW GENERATION OF TWO-STROKE MOTORCYCLES. PIONEERING WORK WITH MERCEDES:
In the fifties, Mercedes approached Castrol to develop a racing oil for their new
WE ARE THE TECHNOLOGY BEHIND THE FIRST FULLY-SYNTHETIC MOTOR OIL FOR AIR-COOLED ENGINES, CASTROL A545. WE WERE AWARDED THE POLLUTION ABATEMENT W196 Formula 1 car – Castrol R20 was born. The new car won on its first outing
in 1954 with Juan Manuel Fangio at the wheel.
TECHNOLOGY AWARD FOR OUR BIODEGRADABLE OUTBOARD-MOTOR OIL, BIOLUBE 100. WE ARE CASTROL MINIBIKE, THE ONLY MOTOR OIL SPECIFICALLY DESIGNED FOR

OVER 12-MILLION TWO-STROKE MINI-ENGINE BIKES IN JAPAN. WE ARE CASTROL B353, FORMULATED SPECIALLY FOR BMW’S FORMULA TWO AND FORMULA ONE UNITS. WE 08 09

HELPED FREDDIE SPENCER BECOME THE ONLY MAN TO WIN THE 500 CC AND THE 250 CC MOTORCYCLE CHAMPIONSHIPS. WE ARE CYLTECH 80, DESIGNED FOR DIRTY

MARINE CROSSHEAD ENGINES, AND THE ONLY LUBRICANT EVER TO RECEIVE THE QUEEN’S AWARD FOR TECHNOLOGICAL ACHIEVEMENT. WE ARE THE WATER-SOLUBLE,

BIOSTABLE TECHNOLOGY BEHIND SYNTILO R, A REVOLUTIONARY LUBRICANT FOR METAL-CUTTING MACHINES. WE ARE CASTROL GTX MAGNATEC, WHICH FORMS A

PROTECTIVE FILM OF MOLECULES ON AN ENGINE WHEN IT IS TURNED OFF. WE ARE CASTROL AEROCHECK, WHICH REGULARLY LAB TESTS LUBRICANT SAMPLES FROM JET

ENGINES TO ENSURE THE OIL IS PERFORMING PROPERLY. WE ARE CASTROL FORMULA SLX, THE SYNTHETIC THAT DOES NOT THICKEN IN TEMPERATURES DOWN TO –76° F.

WE ARE THE ULTRA FREE-FLOWING LUBRICANTS CAR DESIGNERS ARE DEVELOPING SMALLER ENGINES WITH MORE POWER AROUND. WE CONSULT WITH CARMAKERS, EVEN

BEFORE A NEW CAR IS ON THE DRAWING BOARD, TO BEGIN DESIGNING A SUITABLE LUBRICANT. WE ARE THE FIRST OIL COMPANY TO MEET THE STRINGENT JASO (JAPANESE

STANDARDS ORGANISATION) SPECS FOR TWO-STROKE MOTORCYCLE ENGINE OILS. WE DEVELOPED PALMTEC, THE FIRST OIL DESIGNED AROUND PALM-OIL, MALAYSIA’S

MOST ABUNDANT NATURAL RESOURCE. WE HELPED THE ROTHMANS WILLIAMS RENAULT TEAM WIN THE WORLD CONSTRUCTORS CHAMPIONSHIP A RECORD-BREAKING 9 Juan Manuel Fangio driving to victory in 1954
Castrol_Brandbook.qxd 22/11/05 10:54 am Page 13
Our Heritage

TIMES. WE INVENTED THE FIRST SEMI-SYNTHETIC MOTOR OIL, GIVING ENGINES A PREVIOUSLY UNATTAINABLE LEVEL OF PERFORMANCE AND CLEANLINESS. WE CREATED

WORKING WITH OTHER THE ONLY LUBRICANT SPECIFICALLY USED FOR THE HOVERCRAFT. WE MADE CARS SAFER BY CREATING THE FIRST BRAKE FLUID THAT DOESN’T ABSORB WATER FROM THE

MANUFACTURERS: During the 60s and 70s Castrol AIR, ELIMINATING ITS POTENTIAL TO FORM BRAKE-STOPPING AIR BUBBLES. WE ARE THE WORLD’S FIRST SKYWRITING ADVERTISEMENT—A 3-MILE LONG ‘CASTROL’ ABOVE
worked with many car manufacturers in motorsport including BMW, Mercedes,
Saab, Volvo, BMC (Mini), Ford, Toyota, VW and Audi. When Honda decided to ST. PAUL’S CATHEDRAL. WE PATENTED LIQUID TUNGSTEN, A NEW OIL-SOLUBLE ADDITIVE, WHICH GENERATES AN EXTRA PROTECTIVE COMPOUND BY ITSELF. WE WERE THE
take part in Grand Prix Bike racing they also approached Castrol. This was the
start of a long successful relationship. LUBRICANTS ABOARD QUEEN ELIZABETH II, THE WORLD’S LARGEST OCEAN-GOING PASSENGER LINER IN 1968. WE ARE THE FIRST TO INTRODUCE TURBO-TESTED OILS — THE

FIRST ENGINE OILS SPECIALLY DESIGNED TO BE USED WITH TURBO-CHARGERS. WE ARE THE BORON-BASED TECHNOLOGY BEHIND THE FIRST ENVIRONMENTALLY-FRIENDLY

OIL THAT ELIMINATES FLUID-DEGRADING BACTERIA. WE ARE CASTROL TURBOMAX, THE FIRST SUPER HIGH PERFORMANCE DIESEL ENGINE OIL. WE ARE THE SILICON ESTER

TECHNOLOGY THAT MAKES BRAKES IN F1 CARS LAST LONGER. WE ARE CASTROL DYNAMAX, THE FIRST PROVEN FUEL-EFFICIENT DIESEL OIL. WE ARE THE ONLY ONES TO

LAUNCH OF GTX: 1968 saw the first SPECIALLY DEVELOP COMPLEX OILS THAT RESIST ACIDS, WEAR, CORROSION, AND SLUDGE THAT DIRTY, SULFUR LADEN MARINE DIESEL FUEL LEAVES BEHIND. WE
global launch of a new product – Castrol GTX – soon to
become the best known motor oil in the world. DEVELOPED FIRST ENVIRONMENTALLY-FRIENDLY PART-SYNTHETIC, PART-MINERAL-BASED OIL FOR THREE-WAY CATALYTIC CONVERTERS. WE ARE THE FIRST WATER

REPELLING OIL, ALLOWING EQUIPMENT TO BE SUBMERGED FOR LONG PERIODS DURING MILITARY LANDING OPERATIONS. WE ARE THE OIL THAT MILLIONS OF MOTORCYCLE

RIDERS IN 130 COUNTRIES DEPEND ON TO KEEP THEIR MACHINES IN PEAK CONDITION. WE ARE THE TECHNOLOGY THAT HELPED WIN 160 WORLD MOTORCYCLING

CHAMPIONSHIPS SO FAR, MORE THAN ANY OTHER. WE TAILOR MOTOR OIL SPECIFICALLY TO FORMULA ONE ENGINES, AND THEN X-RAY THE OIL AFTER EVERY PRACTICE AND

RACE TO CHECK FOR IMPURITIES. WE ARE HOW MILLIONS OF TRUCKS, BUSES, TAXIS, TRACTORS, MOTORCYCLES, AEROPLANES, JETS, WATERCRAFT, CRUISE SHIPS,

GENERATORS, AND DAMS KEEP OUR LIVES RUNNING. WE ARE CASTROL MAGNATEC, WHICH PROTECTS ENGINES BETTER IN COLD START-UPS BY GIVING A CONTINUOUS FILM
Jim Redman (Honda) wins by 0.2 seconds from Mike Hailwood at the BETWEEN ENGINE PARTS. WE ARE REDUCING ENGINE WEAR BY OVER 50% COMPARED TO CONVENTIONAL OILS. WE ARE DESIGNING LUBRICANTS TO WITHSTAND ULTRA-
Italian 250cc GP (1961)
LOW TEMPERATURES FOR DEEP SPACE MISSIONS. WE HELPED DELIVER THE FIRST MAILBAG BY AIR IN 1911. WE ARE THE RELIABILITY NEEDED FOR THE FIRST NORTH

AMERICAN CROSS-CONTINENTAL FLIGHT. WE HELPED ACHIEVE THE FIRST ALTITUDE RECORD, 6,750 FEET. WE ARE THE DEPENDABILITY THAT HELPED BREAK THE WORLD

TECHNOLOGY FIRSTS: Throughout its history, Castrol OVERSEAS FLIGHT RECORD IN 1911. WE ARE THE PERFORMANCE NEEDED FOR FIRST ‘LOOP-THE-LOOP’, AN AEROBATIC FEAT THE TURNS AN AEROPLANE IN A BACKWARD
has been responsible for many, if not most of the ‘firsts’ in lubes technology.
LOOP. WE WERE IN 16 OF 23 CARS THAT FINISHED THE 1970 WORLD CUP RALLY, A 16,500 MILE RACE, 96 CARS WERE ORIGINALLY ENTERED. WE ARE THE HEAVY-DUTY OIL

THAT GUARANTEES 4% FUEL SAVINGS, POTENTIALLY REDUCING 100 TRUCK’S FUEL COSTS BY OVER $70,000 PER YEAR. WE ARE RADICAL RESEARCH TECHNIQUES, PLACING

10 11 RESEARCHERS ON FACTORY FLOORS INSTEAD OF LABS TO BETTER UNDERSTAND AND TEST OUR OIL. WE ARE 1,000 HOURS OF PROTECTION IN BOAT ENGINES ON A SINGLE OIL

CHANGE. WE ARE HELPING ONE ROAD TRAIN TRAVEL THROUGH AUSTRALIA’S HARSH OUTBACK FOR 1 MILLION KILOMETRES WITH NEAR PRISTINE PISTONS. WE ARE THE

LARGEST SUPPLIER OF LUBRICANTS IN THE UK. WE ARE CONDITIONERS IN CASTROL GTX HIGH MILEAGE THAT HELP PROTECT SEALS AND REDUCE LEAKAGE, A COMMON

PROBLEM IN OLDER, HIGHER-MILEAGE ENGINES. WE INVENTED MOTORCYCLE OILS AND ARE THE DOMINANT PLAYER IN MOTORCYCLE OILS TODAY. WE INVENTED CASTROL

GTX, THE FIRST MULTIGRADE TO PROVIDE MAXIMUM PROTECTION AGAINST VISCOSITY AND THERMAL BREAKDOWN. WE ARE THE LUBRICANTS THAT HELPED TAKE A ROCKET

CAR PAST THE SPEED OF SOUND AND SET THE LAND SPEED RECORD AT 763 MPH. WE ARE CASTROL R20, THE FIRST SEMI-SYNTHETIC RACING OIL. WE ARE THE SYNTHETIC

ESTER IN CASTROL TRIBOL BIOTOP 1418 THAT MAKE IT 80% BIODEGRADABLE. WE ARE HELPING PROVIDE EMISSION-FREE POWER BY FORMING A PROTECTIVE LAYER
Castrol GTX has become the world’s most famous motor oil
BETWEEN FRICTION SURFACES IN WIND POWER PLANTS. WE ARE ANVOL SWX, A NEW FIRE-RESISTANT HYDRAULIC FLUID FOR STEEL MILLS WHERE RISK OF FIRE IS VERY

HIGH. WE ARE TRIZONE TECHNOLOGY, LUBRICATING ENGINE, GEARBOX AND CLUTCH ON 4-STROKE BIKES. WE ARE CASTROL EDGE, OUR BEST OIL IN A BOTTLE. WE ARE
In 1997 Andy Green went supersonic at Mach 1.02 (763 miles/1227.983 km
per hour), in the Castrol-lubricated Thrust SSC in the Nevada desert PEOPLE WHO BELIEVE THAT OIL IS TOO SMALL A WORD FOR WHAT WE ARE CAPABLE OF.
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CASTROL HAS NEVER JUST BEEN ABOUT

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Our Opportunities

IT’S ABOUT SO MUCH MORE

We are the only true global lubricants specialist. We’ve spent the past
106 years developing the world’s most advanced engine oils and fluids.

We have thrown our passion and commitment into
finding newer, better, more efficient ways of solving
lubrication challenges. We’ve worked hand in hand
with customers in every field of commerce and
industry and consumers from every walk of life to
develop the right products for their needs. There is no
area of our everyday lives that Castrol doesn’t touch
in some way.
14 15
We are in a privileged position – people perceive Castrol
as a premium specialist brand, and we have a stronger
connection with customers and consumers than any other
lubes brand. But it’s clear that the marketplace is changing.
So many players have entered the market in direct
competition with us, and as competition becomes more
intense, the qualities that make Castrol stand out from the
rest become more difficult to maintain. In the past Castrol
was a clear leader. We stood apart from everyone else, and
set the standards for technological excellence, and bold,
engaging brand communications. We shaped the lubricants
category and defined customer and consumer expectations.

Today all lubes brands have followed our lead and now
we’re all making the same promises and using the same
imagery – it’s harder than ever for our customers and
consumers to recognise exactly what it is that makes
Castrol so special.

It’s time for us to respond to the changing market, TODAY ALL LUBES BRANDS HAVE FOLLOWED OUR LEAD... IT’S TIME FOR US
by answering the needs of our customers and consumers
in a way that no one else is. This will give Castrol TO RESPOND BY ANSWERING PEOPLE’S NEEDS IN A WAY THAT NO-ONE ELSE IS
competitive edge and establish clear space between us and
our competitors. This is how we are taking the lead again,
how we’re setting new standards and how we’re doing
our best to change attitudes towards vehicle maintenance
and lubricants.
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Our Opportunities

We’ve worked hard to understand our customers and consumers,

and have changed our strategy and positioning to make it more
relevant to people’s professional and everyday lives.

When we set out to modernise the Castrol brand and

make Castrol the leader in the premium lubricants
marketplace, we started by asking our customers and
consumers what they truly thought of Castrol and what
they really need from us.

We interviewed 15,500 customers and consumers across

14 different countries and all market spaces to understand
their personal and professional lives. As part of this extensive
programme of research, we conducted several different studies.

Among them was a semiotic brand analysis of the automotive 16 17

sector. Semiotics is the analysis of cultural codes and underlying
trends behind them – it can predict how markets change.
To gain a more in-depth understanding of the insight from
qualitative research that consumer ‘needs’ are key drivers of

IT’S ABOUT UNDERSTANDING WHAT MOVES PEOPLE brand choice, we also carried out further quantitative ‘needs
market mapping’ research.

RESEARCH REVEALED THAT ‘NEEDS’ ARE

IMPORTANT DRIVERS OF BRAND CHOICE.
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Our Opportunities
IT’S ABOUT BECOMING MORE RELEVANT TO
We discovered a wide range of customer and consumer attitudes through research.
Some were very positive about Castrol, but there was room for improvement.
A common shared perception is that Castrol is “hard
working and down to earth”, “someone who talks my
language, not down to me”. These are very positive
qualities for a brand in a low involvement category
like lubricants. We learnt from both customers and
consumers that the master brand is the brand they
buy, and it’s the key navigation aid in an increasingly
fragmented market.
18 19
PEOPLE’S PERSONAL AND PROFESSIONAL LIVES
Undeniably, Castrol enjoys remarkable credibility. Many view
it as “Castrol – it’s all you need to know”, or as “the
protector” and “the trusted authority”. Although Castrol
has some points of differentiation, generally the gap is closing
between Castrol and competitor lubes master brands.
Our consumer research identified functional and emotional
need states that shape people’s attitudes towards oil
purchases and vehicle maintenance. The important message
from consumers was that no oil brand currently delivers
against these needs. This is the opportunity for us to grasp.
Another crucial insight from our research is that consumers
no longer have a relationship with their engine as they did
in the past. Today, the relationship is with their vehicle.
We uncovered the underlying elements that shape people’s
relationships with their vehicles. These insights made us
realise that there was a huge opportunity to connect with
both customers and consumers in a more meaningful way.
We can claim a strong leadership position in the premium
lubricants market by satisfying consumers’ unmet needs
and by focusing our offer for business customers.
Today we know more about customers and consumers than
ever before, and we’re using that knowledge to change our
brand and build on Castrol’s considerable strengths to make
it stronger, more relevant and more appealing. We believe this
NO OIL BRAND CURRENTLY DELIVERS AGAINST
will give us competitive advantage, will inspire customer and CONSUMERS’ NEEDS... THIS IS OUR OPPORTUNITY.
consumer loyalty and will help us win and retain new business.
Castrol_Brandbook.qxd 22/11/05 10:55 am Page 23

WHAT WE STAND FOR

Castrol_Brandbook.qxd 22/11/05 10:55 am Page 25
Our Brand Essence

A NEW BRAND ESSENCE

We explored an emotive positioning for the Castrol brand,
and developed a brand essence that focused heavily on
emotional benefits.

We wanted to test how far we could ‘stretch’ the brand.

Through testing the potential for brand stretch with
consumers, we gained valuable feedback that we needed
to establish a centre of gravity for the Castrol brand around
the vehicle.

The vehicle is the way to link the oil and engine to vehicle
optimisation and the more emotional lifestyle benefits. For
consumers, vehicle optimisation means “getting the most
22 23 from my vehicle”, which then dials up to become the
lifestyle benefit of “getting more out of life”. Our tests
showed that this ‘getting more out of life’ message has to
be implicit not explicit for it to be credible.

FOR CONSUMERS IT’S ABOUT

“GETTING THE MOST FROM MY VEHICLE.”
Castrol_Brandbook.qxd 22/11/05
Our Brand Essence
IT’S NOT MACHINES THAT MOVE PEOPLE.
10:55 am Page 27
AMBITIONS AND EMOTIONS MOVE PEOPLE.
Additional research uncovered the missing link we needed to make an
emotional connection. We went back to our research findings and delved
deeper. Our starting point was to explore an interesting tension that had
emerged through consumer research:
We explored this to understand the emotional drivers that
I care about ... vs. I don’t care about… could shape Castrol’s positioning. The insights that
emerged were powerful:
– My family – Maintenance
– My freedom – Engines – Men show they care through actions not words, because the
male role is about caring and providing. In everyday terms,
– My role in life – Oil
this means putting a roof over their families’ heads,
protecting and providing reliable transport.
24 25
– But male and female roles are blurring, and improved
technology is removing the need for many of the essential
things men and women can do to protect
and provide.
Combined with our functional insight of ‘getting the most
from my vehicle’, this emotional dimension creates a truly
compelling positioning, one that may be powerful enough
to change attitudes towards and within the lubes
category.
PROTECTING AND PROVIDING IS AN
ESSENTIAL ROLE FOR MEN AND WOMEN
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Castrol_Brandbook.qxd 22/11/05 10:55 am Page 31
Our Brand Bridges

3. Proposition 7. Essence 4. Key

Castrol gives you differentiator
the confidence THE STRENGTH We know your

OUR BRAND BRIDGES

of knowing you WITHIN business and can
2. Core Target are getting the apply our 5. Personality
Decision makers most out of products and (brand)
who know the your (vehicle) services to help A smart
importance of a business you win and (intelligent
1. Market space premium brand grow profit in 6. RTB-
We now have two new ‘brand bridges’ that are a visual way of Premium partner your market...
not intellectual),
youthfully- substantiation
lubricants and we’ve been orientated guy World-class
communicating our new brand strategy at a glance. We have one for our related products They want to feel
reassured that
advancing
technology for
with inner expertise and
and services strength. He technology
over 100 years
consumer spaces and one for our business-to-business spaces. Mission
their choice of
business partner
earns credibility
from hands-on
means we are:
knows his stuff experience and • Recommended
Making customers and talks their tells it as it is in by top
care enough to language my language manufacturers
make a positive • Recommended
brand choice – by experts
ours
• Trusted by 100m
8. Summary positioning consumers
For people who know the importance of a premium
WHAT THE “THE STRENGTH WITHIN” MEANS FOR CONSUMERS brand partner. Castrol gives them the confidence of • History of
technology,
knowing they are getting the most out of their business.
Unlike Mobil and Shell, Castrol knows more about what our passion
it takes to help you grow and win in your market

3. Proposition 7. Essence 4. Key

Castrol gives you differentiator WHAT “THE STRENGTH WITHIN” MEANS FOR BUSINESS CUSTOMERS
the confidence THE STRENGTH Only Castrol
of getting the WITHIN understands the
2. Target most out of your role your vehicle 5. Personality
28 29 Men who are vehicle... it shows can play in your (brand)
prepared to pay you care life so we’ve A smart, youthful
a premium for a been advancing guy, a trusted
1. Market space brand that knows technology for teller of truths 6. RTB-
Premium its stuff over 100 years substantiation
lubricants and Break away World-class
related products target expertise and
and services technology
First-time oil
choosers means we are:
Mission • Recommended
To make by top
consumers care manufacturers
enough about • Recommended
vehicle by experts
maintenance
to make a • Trusted by 100m
8. Summary positioning consumers
positive brand For people who are prepared to pay a premium for
choice – ours a brand that knows its stuff. Castrol gives them the • History of
confidence of knowing they are getting the most out technology,
of their vehicle. Unlike Mobil and Shell, Castrol our passion
understands the role your vehicle can play in your life so
we’ve been advancing technology for over 100 years
Castrol_Brandbook.qxd 22/11/05 10:55 am Page 33
Our Brand Bridges

WHAT OUR BRAND BRIDGES MEAN

The brand bridges show the foundations of our new Castrol brand strategy,
and were constructed using the key insights from our research and our earlier
Alchemy segmentation work. Here’s an explanation of what they mean.

MARKET SPACES MISSION CORE TARGET – B2C PROPOSITION REASONS TO BELIEVE PERSONALITY KEY DIFFERENTIATOR THE ESSENCE

We are in the ‘premium’ lubes and
related products and services market.
Castrol is not a commodity product.
Castrol adds value through superior
technology, product benefits and value
adding knowledge and services.
We trade customers and consumers up
to higher value products and services to
generate more value for us and more
profit for customers.
30 31
We want customers and consumers to
care about vehicle maintenance
enough to make a premium brand
choice, and to choose Castrol.
We have gained powerful functional and
emotional insights that now underpin
our mission as a brand. We’re in a unique
position to build on our heritage and
inspire customers and consumers to
think differently about oil and vehicle
maintenance.
Men remain the main purchase
influencers in the automotive market,
although gender roles are undoubtedly
changing.
We’re an inclusive brand, so we speak to
women in our communications. But we
recognise that men are still the key
influencer in the choice of lubes, and that
the role they play either as mentor – father,
brother, mechanic – or direct consumer is
crucial in determining purchase decisions.
CORE TARGET – B2B
For our business relationships it’s about
working with customers who know the
value of a brand that can help them be
more successful.
BREAKAWAY TARGET
First-time oil choosers are key to our
future success.
In many parts of the world, particularly in
mature markets, we’re seen as stuck in our
ways or old-fashioned. This is partly because
markets are changing and it’s not as easy as
it used to be to get our message out there
or achieve stand out. In some markets we’re
not as visible as we used to be.
It’s vital for Castrol to connect with young
consumers so that they engage with our
brand in the way older consumers do.
Our proposition is built on functional
and emotional consumer insights.
We believe we understand what
matters most to people.
It’s about having the freedom to explore
and discover, reunite and revisit. It’s
everything from everyday journeys to
epic adventures. It’s keeping the wheels
of commerce turning, importing and
exporting, delivering excellence, making
new connections and allowing businesses
to grow and increase profits. It’s back and
forth, to and fro, finding a path and
leading the way. Road trips, the school run,
the daily commute, the business supply
chain, coming home and getting away,
it’s travelling through life, and living to
travel. It’s never standing still.
Hopes, dreams and relationships move
people. So does the desire to perform, to
win, and to give customers more than just
a product or just a service. Looking after
a car, truck or plane isn’t just maintenance.
It’s maintaining that emotion and fuelling
that ambition. It’s a way to provide for and
protect loved ones, or a business or the
freedom to just go.
We understand oil, and the role vehicles
play in consumers’ lives and customers’
businesses better than anyone else.
Castrol is a brand that has been around
for more than 100 years. We are the only
global lubricants specialist – it’s all we do.
We should never underestimate the power
of this message. Castrol’s heritage and
expertise make a difference to customers
and consumers. No other lubes brand has
such an impressive history. There are more
‘firsts’ in our history that most of us can
even begin to convey – to build on this,
we must always underpin our promises
with the fundamental technology,
relationships and marketing skill that
brought us the success we enjoy today.
Our products and services are built upon
meaningful customer and consumer
insights. They underpin our Castrol brand
positioning by simplifying people’s choices
and making life easier. We still bring firsts
to market and our technology is still the
dedicated work of honest technicians –
engineers who care about what they do.
We work with some of the world’s most
advanced vehicle brands and with leading
experts to ensure they recommend our
technology and our products. We have a
franchise of at least 100 million consumers
and many thousands of customers globally.
If Castrol was a person, he would
be a smart (intelligent but not
intellectual), youthful guy.
Someone you can trust, someone who
always tells the truth, and is resourceful
and approachable.
Castrol is a trusted teller of truths,
because we talk to people in their own
language – we tell them as much as they
need to know without overwhelming
them, or baffling them with science.
Castrol never overburdens people
with knowledge.
We use straightforward language that’s
easily understood. This is something
customers and consumers say Castrol does
already. We need to build on it, because
it’s a huge strength in their eyes.
Castrol is youthful, because being youthful
is a state of mind. It’s about inner strength,
confidence, energy and originality. Castrol is
approachable because we care, and we
know what we’re doing. Castrol is a safe
pair of hands.
With our heritage we can credibly
claim that we are the only brand that
understands the role vehicles play in
people’s lives and that we know the
vehicle business better than anyone
else in the lubes industry.
We have been advancing technology for
over 100 years because we passionately
believe in making things easier for
customers and consumers.
For customers it’s about helping them
grow their margins, increase their
efficiency, providing the right level of
relationship-growing profit.
For consumers this means simplifying
choice and ensuring benefits are clearly
understood and related to their vehicles.
The Strength Within
– Castrol is the strength within
the vehicle
– The strength within for consumers
is the knowledge that they have
made the right choice – it’s the
confidence and satisfaction of
fulfilling the role of providing and
protecting for those they care about
or for the vehicle itself
– Castrol is the strength within your
vehicle business – we offer the best
people, relationships and expertise.
We can help generate profit through
our strong brand and exhaustive
vehicle knowledge. We help
businesses to grow and win
Castrol_Brandbook.qxd 22/11/05 10:55 am
THE ‘BIG BRAND IDEA’ AND HOW IT WORKS
– The Strength Within is an insight into your
relationship with your vehicle
– That a vehicle means more to you than just mobility
– It’s your livelihood, your passion, your way of
supporting your family
– It’s your escape, your dream, your freedom, your
protection, your excitement
– It’s part of your being, your soul
– It’s more than just a vehicle to you, that’s why its
more than just an oil to us
– It’s more than just your business, that’s why our
business is more than just oil
– That is why it deserves more than just oil.
32 33
It’s not oil. That’s too small a word for it. That’s what
our competitors make. Castrol is more than just oil.
It’s Liquid Engineering.
Liquid Engineering is Castrol’s unique ability, earned
and crafted over a hundred years, to take an inert
liquid, oil, and imbue it with characteristics that do
amazing things for the people who use it.
Our unique way of describing that “something” is
Liquid Engineering. It’s how we transform it. How we
make it more than just oil.
It really is that simple.
Page 35
So why is this relevant for Customers and
Consumers?
We, Castrol, understand the role a vehicle plays in our
customers’ and consumers’ lives and that is why we
give them more than just oil.
A vehicle is the carrier of hopes, dreams, and
children. The escape when you need a moment. How
you make a living or how you get to a place where
you can.
“It’s more than just oil, because it’s more than just
a vehicle” is our big idea for Castrol brand
communications, placing the consumer and customer
at the centre of all we do.”
What is the role of the Castrol master brand?
The fundamental tenet of the new brand idea is
about superiority: the belief in brand Castrol to blend
and make simply the finest oils available. The unique
ability to understand people’s relationship with their
vehicles or businesses. It resonates with us all, and
more importantly with our customers and consumers.
It is, in short, a brand truth.
Products and services delivered by Castrol should
express this brand truth. Each of these products and
services has something that defines and reinforces the
brand. Each product has something that makes it
‘more than just oil’ and relevant for a specific kind of
driver and vehicle.
Furthermore, each product has a benefit that results
from Liquid Engineering. Finding that magic gives the
product its positioning. Without it, you just have oil.
What are the roles of master brand and product
brand communications?
Let’s be clear about what we’re doing: we are trying
to build a global power brand in Castrol and leverage
every piece of communications to help us do that.
We’re trying to bring more consistency to the way
our products and services are represented around the
world. More bang for the buck, naturally. But more
importantly, to create an infinitely more powerful and
meaningful brand.
All communications should be guided by the master
brand idea, irrespective of whether it is a Castrol master
brand or product or service brand communication.
IT’S MORE THAN AN
The master brand idea expressed in communication is
OLD CAR.
IT’S AN OLD FRIEND.
key to:
– Establishing and supporting the new positioning
– Presenting the brand’s point of view to help us break
away from the competition
– Create the foundations for all product brand
communications to enable them to work harder,
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together amhet or lorem ipsum do
– Building a strong emotional bond with consumers and
customers, making the brand relevant to them
As we have learned from research, the new positioning
IT’S MORE THAN JUST OIL. IT’S LIQUID ENGINEERING.
needs to build out from the brand’s established
expertise and heritage.
Strong, functional benefits are key reasons to purchase
in the lubricants category. That is why product brand
messages should continue to demonstrate Castrol’s
technical superiority.
While master brand drives Castrol’s philosophy, product
The Look and Feel for our above-the-line media reflects the
and service brand messages drive and reinforce Castrol’s brand’s personality – straightforward, simplicity, confidence
specialization and expertise. The focus of the product
brand specific messaging is to help solve a consumer or and consistent. A solid block of green, a split heading using,
customer’s problem, while the master brand idea works
to help cement the emotional bond. wherever possible, the “More than, More than” principle,
Liquid Engineering is not merely a branding element
photography which demonstrates the relationship between man
confined to references as part of a tag line. It actually and machine or business. It will use the global tag line which is
serves as a framework within which all product brands,
services and sponsorships will fit. shown running into the logo on all materials.
Castrol_Brandbook.qxd
Our New Positioning
OUR LOOK AND FEEL
Castrol is a trusted teller of truths. We always tell the truth
in a straightforward, no-frills way.
YOUR CAR
POOL PARTNERS
34 35
Literature
22/11/05 10:56 am Page 37
Electronic
Livery
Straight talking is something our customers and
consumers associate with Castrol, and it’s a real brand
asset for us. We’re also experts in our field. We’re
OUR RANGE intelligent in a down-to-earth way, without being too
clever, or confusing, and are constantly working on
WHAT IS BEST FOR YOUR VEHICLE? new ways to make things better for our customers
AN EASY COMPARATIVE ANALYSIS and consumers. We’ve created a new look and feel to
reflect this Castrol brand personality across the world.
Maximum Engine
Protection
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Against Engine Wear
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We have given our logo a 3D feel, to make it feel CASTROL EDGE
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Castrol is a green, white and red brand. Using our
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primary colours in the correct proportions is key to M-SERIES APPROVAL
maintaining recognition across all markets. We’ve
Contains Unique With Guardian Technology With Exclusive Contains Castrol’s most Contains Castrol’s most
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technology technology
developed the Roundel system to help maintain this
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Diesel Vehicles Long Drain Intervals Protection & Power Protection & Power
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colour balance and highlight Castrol’s new 3D
graphic style.
Truck product range Maximum Engine
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Superior Protection
Against Engine Wear
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Superior Protection
Against Engine Wear
Maximum Engine
Protection
Superior Protection
Against Engine Wear
1L 1L 1L
Our primary photography style is called ‘Relationship
with vehicle’. It shows that we understand the
emotional connection between a person and their
For Audi, BMW, Mercedes,
Vauxhall & Engines see back of pack
vehicle, or vehicle business. Castrol’s Best
Product Performance
Maximum Engine
Protection
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Superior Protection Superior Protection Superior Protection
Against Engine Wear Against Engine Wear Against Engine Wear
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With Trizone With Trizone
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Power-Gen
The latest synthetic
Our tone of voice is grounded and approachable.
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Engineering
We always speak with authority and confidence,
T E C H N O L O G Y T E C H N O L O G Y
without being arrogant.
Car product range Motorcycle product range Maximum Engine Protection Maximum Engine Protection
Superior Protection Against Superior Protection Against
Engine Wear Engine Wear
The Castrol typographic style is straightforward and
confident. The typefaces are simple, their use, unfussy.
For rules and guidelines on how to bring the Castrol
Point of sale
brand to life, see the Castrol Brand Centre
http://brand.castrol.com
Castrol_Brandbook.qxd 22/11/05 10:56 am Page 39
In Summary...

IN SUMMARY
You may be saying, there are a lot of messages to communicate here.
What are the key messages and in what order?

INTERNAL ESSENCE OUR PROPOSITION GLOBAL TAG LINE

The Strength Within
This is our core positioning for the
36
brand, to be expressed internally only.
The proposition is built on this idea.
The Strength Within is implicit not explicit
in our external communications.
Castrol gives you the confidence that
you’re getting the most out of your
vehicle. It helps you show you care.
Our external core offer to consumers
is built on our Castrol brand essence.
It’s about showing that we understand
the importance of the role the vehicle
plays in people’s lives.
It connects the oil and engine to life
through the vehicle. It is emotional and
must be underpinned with rational
reasons to believe – otherwise it won’t
be credible.
This is the core media message, and it links
to the “more than” idea.
It’s more than just oil.
It’s Liquid Engineering.
Our global tag line expresses our core
consumer offer. “It’s more than just oil”
– links our understanding of the
importance of the vehicle in consumers’
lives to the fact that we put all our effort
into what we do so they don’t have to
worry. They know they’ve made the right
choice if they’ve bought Castrol.
This links the “more than just a vehicle”
lifestyle benefits to the “it’s more than
just oil” thought. Liquid Engineering sums
up what Castrol does. It’s our 100 years of
specialism brought together in two words.
Liquid Engineering is not merely a
branding element confined to references
as part of a tag line. It actually serves as
a framework within which all product
brands, services and sponsorships will fit.