Back to full results
  1. 2020

Stein IAS

Liquid brand engineers

Category:Global Brand Strategy Of The Year


Castrol, the leading brand in motor oils, had a B2B division with a complicated set-up. Trading under seven different names and selling 1,100 variations of 60 basic products, its market was confused. Stein IAS directed a complete overhaul of Castrols B2B brand. The "Liquid Engineers, Castrols new unified brand position, leverages the expertise of its people and re