Penrite Oil

Client: Penrite Oil.

Campaign: Better Class of Oil Campaign.

Target Market: All car owners who take pride in their car.

Problem

Penrite Oil was known as a premium oil brand by the car enthusiast market - which limited its potential audience.

Solution

We uncovered that the product had a component that classified its structure slightly differently. We called this 'Extra 10' and positioned the brand as providing the ultimate engine protection for your car, thereby indirectly repositioning competitors’ product as inferior. The creative strategy was based on the proposition a 'Better Class of Oil'.

Outcome

Market Share increased by 5%, the distribution channel increased by 2.5%.