Penrite Oil was known as a premium oil brand by the car enthusiast market - which limited its potential audience.
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'.
Market Share increased by 5%, the distribution channel increased by 2.5%.