brandbook

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.

Published by Lubricants UK Ltd., Wakefield House, Pipers Way, Swindon SN3 1RE, England ©Lubricants UK Ltd. 2005

THE BRAND BOOK

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ABOUT HAVING THE FREEDOM TO EX PLORE AND DISCOVER, REUNITE AND REVISIT IT’S EVERYTHING FR OM EVERYDAY JOURNEYS TO

EPIC ADVENTURES. IT’S KEEPING THE W HEELS OF COMMERCE TURNING, IMPORTING AND EXPORTING

DELIVERING EXCELLENCE,

AND LIVING TO TRAVEL. IT’S NEVER STANDING STILL HOPES, DREAMS

TO PERFORM, TO WIN, A ND TO GIVE CUSTOMERSTHAN 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.

IT’S

TO AND FRO MAKING NEW CONNECTIONS AND ALLOWING BUSINESSES TO GROW, IT’S BACK AND FORTH, 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,

MOREAND RELATIONSHIPS MOVE PEOPLE. SO DOES THE DESIRE

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WE ARE BUILDING ON A PROUD


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

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

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THE STORY BEGAN: The beginnings were in the railway industry, but it was not long before motorised transport was to dramatically impact Castrol’sfuture. A range of motor oils was developed for cars, aeroplanes and boats. It was theaviators who first took to the Castrol brand in a big way. Castrol R, a special blend whichcontinued 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 andthen publicised the many successes – this was the beginning of Castrolmarketing as we know it today. The 1920s and 1930s were the era of landspeed records. Castrol was involved in 20 of the 23 world records.

Henry Seagrave broke the 200mph barrier in 1927 in the Sunbeam


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

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

TINY ENGINE SET THE 12-HOUR SPEED RECORD IN 1937. WE CREATED A MOLECULAR STRUCTURE THAT BONDS TO ENGINE PARTS AND PROTECTS THEM, EVEN

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

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.

WE ARE THE TECHNOLOGY BEHIND THE FIRST FULLY-SYNTHETIC MOTOR OIL FOR AIR-COOLED ENGINES, CASTROL A545. WE WERE AWARDED THE POLLUTION ABATEMENT

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

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

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WATER SPEED RECORDS: Throughout the thirties, Castrollubricated numerous successful water speed records. Charles Wakefield financed thebuilding of one of the most famous – Miss England III. Kaye Don reached 119 mph inMiss England in 1932.

PIONEERING WORK WITH MERCEDES: In the fifties, Mercedes approached Castrol to develop a racing oil for their newW196 Formula 1 car – Castrol R20 was born. The new car won on its first outing in 1954 with Juan Manuel Fangio at the wheel.

Juan Manuel Fangio driving to victory in 1954

Charles Wakefield (left) and Kaye Don (right) beside Miss England III


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

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

AIR, ELIMINATING ITS POTENTIAL TO FORM BRAKE-STOPPING AIR BUBBLES. WE ARE THE WORLD’S FIRST SKYWRITING ADVERTISEMENT—A 3-MILE LONG ‘CASTROL’ ABOVE

ST. PAUL’S CATHEDRAL. WE PATENTED LIQUID TUNGSTEN, A NEW OIL-SOLUBLE ADDITIVE, WHICH GENERATES AN EXTRA PROTECTIVE COMPOUND BY ITSELF. WE WERE THE

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

SPECIALLY DEVELOP COMPLEX OILS THAT RESIST ACIDS, WEAR, CORROSION, AND SLUDGE THAT DIRTY, SULFUR LADEN MARINE DIESEL FUEL LEAVES BEHIND. WE

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

BETWEEN ENGINE PARTS. WE ARE REDUCING ENGINE WEAR BY OVER 50% COMPARED TO CONVENTIONAL OILS. WE ARE DESIGNING LUBRICANTS TO WITHSTAND ULTRA-

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

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

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

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

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

PEOPLE WHO BELIEVE THAT OIL IS TOO SMALL A WORD FOR WHAT WE ARE CAPABLE OF.

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LAUNCH OF GTX: 1968 saw the firstglobal launch of a new product – Castrol GTX – soon tobecome the best known motor oil in the world.

WORKING WITH OTHERMANUFACTURERS: During the 60s and 70s Castrolworked with many car manufacturers in motorsport including BMW, Mercedes,Saab, Volvo, BMC (Mini), Ford, Toyota, VW and Audi. When Honda decided totake part in Grand Prix Bike racing they also approached Castrol. This was thestart of a long successful relationship.

Jim Redman (Honda) wins by 0.2 seconds from Mike Hailwood at theItalian 250cc GP (1961)

In 1997 Andy Green went supersonic at Mach 1.02 (763 miles/1227.983 kmper hour), in the Castrol-lubricated Thrust SSC in the Nevada desert

Castrol GTX has become the world’s most famous motor oil

TECHNOLOGY FIRSTS: Throughout its history, Castrolhas been responsible for many, if not most of the ‘firsts’ in lubes technology.


CASTROL HAS NEVER JUST BEEN ABOUT


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 intofinding newer, better, more efficient ways of solvinglubrication challenges. We’ve worked hand in handwith customers in every field of commerce andindustry and consumers from every walk of life todevelop the right products for their needs. There is noarea of our everyday lives that Castrol doesn’t touchin some way.

We are in a privileged position – people perceive Castrol as a premium specialist brand, and we have a strongerconnection with customers and consumers than any otherlubes brand. But it’s clear that the marketplace is changing.So many players have entered the market in directcompetition with us, and as competition becomes moreintense, the qualities that make Castrol stand out from therest become more difficult to maintain. In the past Castrolwas a clear leader. We stood apart from everyone else, andset the standards for technological excellence, and bold,engaging brand communications. We shaped the lubricantscategory and defined customer and consumer expectations.

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

It’s time for us to respond to the changing market, by answering the needs of our customers and consumers in a way that no one else is. This will give Castrolcompetitive edge and establish clear space between us andour 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 maintenanceand lubricants.

IT’S ABOUT SO MUCH MORE

TODAY ALL LUBES BRANDS HAVE FOLLOWED OUR LEAD... IT’S TIME FOR US TO RESPOND BY ANSWERING PEOPLE’S NEEDS IN A WAY THAT NO-ONE ELSE IS

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IT’S ABOUT UNDERSTANDING WHAT MOVES PEOPLE

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 andmake Castrol the leader in the premium lubricantsmarketplace, we started by asking our customers andconsumers what they truly thought of Castrol and whatthey 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 extensiveprogramme of research, we conducted several different studies.

Among them was a semiotic brand analysis of the automotivesector. Semiotics is the analysis of cultural codes and underlyingtrends behind them – it can predict how markets change. To gain a more in-depth understanding of the insight fromqualitative research that consumer ‘needs’ are key drivers ofbrand choice, we also carried out further quantitative ‘needsmarket mapping’ research.

RESEARCH REVEALED THAT ‘NEEDS’ ARE IMPORTANT DRIVERS OF BRAND CHOICE.

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A common shared perception is that Castrol is “hardworking and down to earth”, “someone who talks mylanguage, not down to me”. These are very positivequalities for a brand in a low involvement category like lubricants. We learnt from both customers andconsumers that the master brand is the brand they buy, and it’s the key navigation aid in an increasinglyfragmented market.

Undeniably, Castrol enjoys remarkable credibility. Many view it as “Castrol – it’s all you need to know”, or as “theprotector” and “the trusted authority”. Although Castrolhas some points of differentiation, generally the gap is closingbetween Castrol and competitor lubes master brands.

Our consumer research identified functional and emotionalneed states that shape people’s attitudes towards oilpurchases and vehicle maintenance. The important messagefrom consumers was that no oil brand currently deliversagainst 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’srelationships with their vehicles. These insights made usrealise that there was a huge opportunity to connect withboth customers and consumers in a more meaningful way.We can claim a strong leadership position in the premiumlubricants market by satisfying consumers’ unmet needs and by focusing our offer for business customers.

Today we know more about customers and consumers thanever before, and we’re using that knowledge to change ourbrand and build on Castrol’s considerable strengths to make it stronger, more relevant and more appealing. We believe thiswill give us competitive advantage, will inspire customer andconsumer loyalty and will help us win and retain new business.

IT’S ABOUT BECOMING MORE RELEVANT TO PEOPLE’S PERSONAL AND PROFESSIONAL LIVESWe discovered a wide range of customer and consumer attitudes through research.Some were very positive about Castrol, but there was room for improvement.

NO OIL BRAND CURRENTLY DELIVERS AGAINST CONSUMERS’ NEEDS... THIS IS OUR OPPORTUNITY.

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WHAT WE STAND FOR


We wanted to test how far we could ‘stretch’ the brand.Through testing the potential for brand stretch withconsumers, we gained valuable feedback that we needed to establish a centre of gravity for the Castrol brand aroundthe vehicle.

The vehicle is the way to link the oil and engine to vehicleoptimisation and the more emotional lifestyle benefits. Forconsumers, vehicle optimisation means “getting the mostfrom my vehicle”, which then dials up to become thelifestyle benefit of “getting more out of life”. Our testsshowed that this ‘getting more out of life’ message has tobe implicit not explicit for it to be credible.

A NEW BRAND ESSENCEWe explored an emotive positioning for the Castrol brand, and developed a brand essence that focused heavily onemotional benefits.

FOR CONSUMERS IT’S ABOUT “GETTING THE MOST FROM MY VEHICLE.”

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IT’S NOT MACHINES THAT MOVE PEOPLE. AMBITIONS AND EMOTIONS MOVE PEOPLE.

We explored this to understand the emotional drivers thatcould shape Castrol’s positioning. The insights thatemerged were powerful:

– Men show they care through actions not words, because themale role is about caring and providing. In everyday terms,this means putting a roof over their families’ heads,protecting and providing reliable transport.

– But male and female roles are blurring, and improvedtechnology is removing the need for many of the essentialthings men and women can do to protect and provide.

Combined with our functional insight of ‘getting the mostfrom my vehicle’, this emotional dimension creates a trulycompelling positioning, one that may be powerful enoughto change attitudes towards and within the lubescategory.

Additional research uncovered the missing link we needed to make anemotional connection. We went back to our research findings and delveddeeper. Our starting point was to explore an interesting tension that hademerged through consumer research:

I care about ... vs. I don’t care about…

– My family – Maintenance

– My freedom – Engines

– My role in life – Oil

PROTECTING AND PROVIDING IS AN ESSENTIAL ROLE FOR MEN AND WOMEN

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OUR BRAND BRIDGESWe now have two new ‘brand bridges’ that are a visual way ofcommunicating our new brand strategy at a glance. We have one for ourconsumer spaces and one for our business-to-business spaces.

3. Proposition Castrol gives you the confidence of knowing you are getting the most out of your (vehicle) business

4. Key differentiatorWe know your business and can apply our products and services to help you win and grow profit in your market... we’ve been advancing technology for over 100 years

5. Personality (brand)A smart (intelligent not intellectual), youthfully-orientated guy with inner strength. He earns credibility from hands-on experience and tells it as it is in my language

2. Core TargetDecision makers who know the importance of a premium brand partner

They want to feel reassured that their choice of business partner knows his stuff and talks their language

6. RTB- substantiation World-class expertise and technology means we are:• Recommended by top manufacturers• Recommended by experts• Trusted by 100m consumers• History of technology, our passion

7. Essence

THE STRENGTHWITHIN

1. Market space Premium lubricants and related products and services

MissionMaking customers care enough to make a positive brand choice – ours

8. Summary positioningFor people who know the importance of a premium brand partner. Castrol gives them the confidence of knowing they are getting the most out of their business. Unlike Mobil and Shell, Castrol knows more about what it takes to help you grow and win in your market

3. Proposition Castrol gives you the confidence of getting the most out of your vehicle... it shows you care

4. Key differentiatorOnly Castrol understands the role your vehicle can play in your life so we’ve been advancing technology for over 100 years

5. Personality (brand)A smart, youthful guy, a trusted teller of truths

2. TargetMen who are prepared to pay a premium for a brand that knows its stuffBreak away targetFirst-time oil choosers

6. RTB- substantiation World-class expertise and technology means we are:• Recommended by top manufacturers• Recommended by experts• Trusted by 100m consumers• History of technology, our passion

7. Essence

THE STRENGTHWITHIN

8. Summary positioningFor people who are prepared to pay a premium for a brand that knows its stuff. Castrol gives them the confidence of knowing they are getting the most out of their vehicle. Unlike Mobil and Shell, Castrol understands the role your vehicle can play in your life so we’ve been advancing technology for over 100 years

1. Market space Premium lubricants and related products and services

MissionTo make consumers care enough about vehicle maintenance to make a positive brand choice – ours

WHAT “THE STRENGTH WITHIN” MEANS FOR BUSINESS CUSTOMERS

WHAT THE “THE STRENGTH WITHIN” MEANS FOR CONSUMERS

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We understand oil, and the role vehiclesplay in consumers’ lives and customers’businesses better than anyone else.

Castrol is a brand that has been aroundfor more than 100 years. We are the onlyglobal lubricants specialist – it’s all we do.

We should never underestimate the powerof this message. Castrol’s heritage andexpertise make a difference to customersand consumers. No other lubes brand hassuch an impressive history. There are more‘firsts’ in our history that most of us caneven begin to convey – to build on this,we must always underpin our promiseswith the fundamental technology,relationships and marketing skill thatbrought us the success we enjoy today.

Our products and services are built uponmeaningful customer and consumerinsights. They underpin our Castrol brandpositioning by simplifying people’s choicesand making life easier. We still bring firststo market and our technology is still thededicated work of honest technicians –engineers who care about what they do.

We work with some of the world’s mostadvanced vehicle brands and with leadingexperts to ensure they recommend ourtechnology and our products. We have afranchise of at least 100 million consumersand many thousands of customers globally.

If Castrol was a person, he would be a smart (intelligent but notintellectual), youthful guy.

Someone you can trust, someone whoalways tells the truth, and is resourcefuland approachable.

Castrol is a trusted teller of truths,because we talk to people in their ownlanguage – we tell them as much as theyneed to know without overwhelmingthem, or baffling them with science.Castrol never overburdens people with knowledge.

We use straightforward language that’seasily understood. This is somethingcustomers and consumers say Castrol doesalready. We need to build on it, becauseit’s a huge strength in their eyes.

Castrol is youthful, because being youthfulis a state of mind. It’s about inner strength,confidence, energy and originality. Castrol isapproachable because we care, and weknow what we’re doing. Castrol is a safepair of hands.

With our heritage we can crediblyclaim that we are the only brand thatunderstands the role vehicles play inpeople’s lives and that we know thevehicle business better than anyoneelse in the lubes industry.

We have been advancing technology forover 100 years because we passionatelybelieve in making things easier forcustomers and consumers.

For customers it’s about helping themgrow their margins, increase theirefficiency, providing the right level ofrelationship-growing profit.

For consumers this means simplifyingchoice and ensuring benefits are clearlyunderstood and related to their vehicles.

REASONS TO BELIEVE KEY DIFFERENTIATORPERSONALITY

The Strength Within

– Castrol is the strength within the vehicle

– The strength within for consumers is the knowledge that they havemade the right choice – it’s theconfidence and satisfaction offulfilling the role of providing andprotecting for those they care aboutor for the vehicle itself

– Castrol is the strength within yourvehicle business – we offer the bestpeople, relationships and expertise.We can help generate profit throughour strong brand and exhaustivevehicle knowledge. We helpbusinesses to grow and win

THE ESSENCEMARKET SPACES MISSION CORE TARGET – B2C PROPOSITION

WHAT OUR BRAND BRIDGES MEANThe brand bridges show the foundations of our new Castrol brand strategy,and were constructed using the key insights from our research and our earlierAlchemy segmentation work. Here’s an explanation of what they mean.

Men remain the main purchaseinfluencers in the automotive market,although gender roles are undoubtedlychanging.

We’re an inclusive brand, so we speak towomen in our communications. But werecognise that men are still the keyinfluencer in the choice of lubes, and thatthe role they play either as mentor – father,brother, mechanic – or direct consumer iscrucial in determining purchase decisions.

Our proposition is built on functionaland emotional consumer insights. We believe we understand whatmatters most to people.

It’s about having the freedom to exploreand discover, reunite and revisit. It’severything from everyday journeys to epic adventures. It’s keeping the wheels of commerce turning, importing andexporting, delivering excellence, makingnew connections and allowing businessesto grow and increase profits. It’s back andforth, to and fro, finding a path andleading the way. Road trips, the school run,the daily commute, the business supplychain, coming home and getting away, it’s travelling through life, and living totravel. It’s never standing still.

Hopes, dreams and relationships movepeople. So does the desire to perform, towin, and to give customers more than justa product or just a service. Looking after a car, truck or plane isn’t just maintenance.It’s maintaining that emotion and fuellingthat ambition. It’s a way to provide for andprotect loved ones, or a business or thefreedom to just go.

We want customers and consumers tocare about vehicle maintenanceenough to make a premium brandchoice, and to choose Castrol.

We have gained powerful functional andemotional insights that now underpin our mission as a brand. We’re in a uniqueposition to build on our heritage andinspire customers and consumers to think differently about oil and vehiclemaintenance.

First-time oil choosers are key to ourfuture success.

In many parts of the world, particularly inmature markets, we’re seen as stuck in ourways or old-fashioned. This is partly becausemarkets are changing and it’s not as easy asit used to be to get our message out thereor achieve stand out. In some markets we’renot as visible as we used to be.

It’s vital for Castrol to connect with youngconsumers so that they engage with ourbrand in the way older consumers do.

We are in the ‘premium’ lubes andrelated products and services market.

Castrol is not a commodity product.Castrol adds value through superiortechnology, product benefits and valueadding knowledge and services.

We trade customers and consumers up to higher value products and services togenerate more value for us and moreprofit for customers.

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For our business relationships it’s about working with customers who know thevalue of a brand that can help them bemore successful.

CORE TARGET – B2B

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THE ‘BIG BRAND IDEA’ AND HOW IT WORKS

So why is this relevant for Customers andConsumers?

We, Castrol, understand the role a vehicle plays in ourcustomers’ and consumers’ lives and that is why wegive them more than just oil.

A vehicle is the carrier of hopes, dreams, andchildren. The escape when you need a moment. Howyou make a living or how you get to a place whereyou can.

That is why it deserves more than just oil.

“It’s more than just oil, because it’s more than just a vehicle” is our big idea for Castrol brandcommunications, placing the consumer and customerat the centre of all we do.”

What is the role of the Castrol master brand?

The fundamental tenet of the new brand idea isabout superiority: the belief in brand Castrol to blendand make simply the finest oils available. The uniqueability to understand people’s relationship with theirvehicles or businesses. It resonates with us all, andmore importantly with our customers and consumers.It is, in short, a brand truth.

Products and services delivered by Castrol shouldexpress this brand truth. Each of these products andservices has something that defines and reinforces thebrand. Each product has something that makes it‘more than just oil’ and relevant for a specific kind ofdriver and vehicle.

Furthermore, each product has a benefit that resultsfrom Liquid Engineering. Finding that magic gives theproduct its positioning. Without it, you just have oil.

What are the roles of master brand and productbrand communications?

Let’s be clear about what we’re doing: we are tryingto build a global power brand in Castrol and leverageevery piece of communications to help us do that.We’re trying to bring more consistency to the wayour products and services are represented around theworld. More bang for the buck, naturally. But moreimportantly, to create an infinitely more powerful andmeaningful brand.

All communications should be guided by the masterbrand idea, irrespective of whether it is a Castrol masterbrand or product or service brand communication.

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The master brand idea expressed in communication iskey 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,together

– Building a strong emotional bond with consumers andcustomers, making the brand relevant to them

As we have learned from research, the new positioningneeds to build out from the brand’s establishedexpertise and heritage.

Strong, functional benefits are key reasons to purchasein the lubricants category. That is why product brandmessages should continue to demonstrate Castrol’stechnical superiority.

While master brand drives Castrol’s philosophy, productand service brand messages drive and reinforce Castrol’sspecialization and expertise. The focus of the productbrand specific messaging is to help solve a consumer orcustomer’s problem, while the master brand idea worksto help cement the emotional bond.

Liquid Engineering is not merely a branding elementconfined to references as part of a tag line. It actuallyserves as a framework within which all product brands,services and sponsorships will fit.

The Look and Feel for our above-the-line media reflects thebrand’s personality – straightforward, simplicity, confidence and consistent. A solid block of green, a split heading using,wherever possible, the “More than, More than” principle,photography which demonstrates the relationship between manand machine or business. It will use the global tag line which isshown running into the logo on all materials.

IT’S MORE THAN ANOLD CAR.IT’S AN OLD FRIEND.

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IT’S MORE THAN JUST OIL. IT’S LIQUID ENGINEERING.

– 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–

It’s not oil. That’s too small a word for it. That’s whatour competitors make. Castrol is more than just oil.It’s Liquid Engineering.

Liquid Engineering is Castrol’s unique ability, earnedand crafted over a hundred years, to take an inertliquid, oil, and imbue it with characteristics that doamazing things for the people who use it.

Our unique way of describing that “something” isLiquid Engineering. It’s how we transform it. How wemake it more than just oil.

It really is that simple.


The latest synthetic technology from Castrol

CASTROL EDGEAVAILABLE

IN-STOREWITH SPECIAL BMW

M-SERIES APPROVAL

IN STOCK NOW

Superior Protection Against Engine Wear

Maximum Engine Protection





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1L



1L



1L



1L



1L



1L

Castrol’s BestProduct Performance

For Audi, BMW, Mercedes, Vauxhall & Engines see back of pack

Longer Engine Life For Diesel Vehicles

Contains Unique Dual Action Technology

Performance With Long Drain Intervals

For Diesel Vehicles

With Guardian Technology

Advanced Protection

With ExclusiveViscol Technology

Contains Castrol’s most advanced diesel engine oil technology

Ultimate 24hr Protection & Power

For Performance

Ultimate 24hr Protection & Power

For Performance

Contains Castrol’s most advanced diesel engine oil technology



Intelligent Molecular Engineering

Confidence From The Moment You Turn The Key

Castrol’s BestProduct Performance

For Audi, BMW, Mercedes, Vauxhall & Engines see back of pack

With Trizone Protection

Standard Protection

1L

With Trizone Protection

All Round Protection For Motorcycles 1L

T E C H N O L O G Y

With Trizone Power-Gen

Technology

Superior Performance For High Quality Bikes 1L

T E C H N O L O G Y

Straight talking is something our customers andconsumers associate with Castrol, and it’s a real brandasset for us. We’re also experts in our field. We’reintelligent in a down-to-earth way, without being tooclever, or confusing, and are constantly working onnew ways to make things better for our customersand consumers. We’ve created a new look and feel toreflect this Castrol brand personality across the world.

We have given our logo a 3D feel, to make it feelmore modern, more hi-tech, more “engineered”.

Castrol is a green, white and red brand. Using ourprimary colours in the correct proportions is key tomaintaining recognition across all markets. We’vedeveloped the Roundel system to help maintain thiscolour balance and highlight Castrol’s new 3D graphic style.

Our primary photography style is called ‘Relationshipwith vehicle’. It shows that we understand theemotional connection between a person and theirvehicle, or vehicle business.

Our tone of voice is grounded and approachable. We always speak with authority and confidence,without being arrogant.

The Castrol typographic style is straightforward andconfident. The typefaces are simple, their use, unfussy.

For rules and guidelines on how to bring the Castrolbrand to life, see the Castrol Brand Centrehttp://brand.castrol.com

OUR LOOK AND FEELCastrol is a trusted teller of truths. We always tell the truth in a straightforward, no-frills way.

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OUR RANGE WHAT IS BEST FOR YOUR VEHICLE?AN EASY COMPARATIVE ANALYSIS

YOUR CAR POOL PARTNERS

Literature

Electronic

Car product range

Truck product range

Motorcycle product range

Point of sale

Livery

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

The Strength Within

This is our core positioning for the brand, to be expressed internally only. The proposition is built on this idea.

The Strength Within is implicit not explicitin our external communications.

Castrol gives you the confidence thatyou’re getting the most out of yourvehicle. 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 vehicleplays in people’s lives.

It connects the oil and engine to lifethrough the vehicle. It is emotional andmust be underpinned with rationalreasons to believe – otherwise it won’t be credible.

This is the core media message, and it linksto the “more than” idea.

It’s more than just oil.It’s Liquid Engineering.

Our global tag line expresses our coreconsumer offer. “It’s more than just oil”– links our understanding of theimportance of the vehicle in consumers’lives to the fact that we put all our effortinto what we do so they don’t have toworry. They know they’ve made the rightchoice if they’ve bought Castrol.

This links the “more than just a vehicle”lifestyle benefits to the “it’s more thanjust oil” thought. Liquid Engineering sumsup what Castrol does. It’s our 100 years ofspecialism brought together in two words.

Liquid Engineering is not merely abranding element confined to referencesas part of a tag line. It actually serves as a framework within which all productbrands, services and sponsorships will fit.

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INTERNAL ESSENCE OUR PROPOSITION GLOBAL TAG LINE

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brandbook

Documents

castrol brand

castrol gtx

castrol r20

founder of castrol

castrol labcheck

motor oil uses

famous motor oil

lighter blend oil