The challenge

Havoline engine oil is part of the Texaco Lubricants family and a key product-brand within the global Chevron portfolio. One of the best in their industry, Havoline has been trusted to perform and protect by drivers throughout the world for more than 100 years, from Formula 1 and Le Mans, to the rigours of everyday driving. Texaco asked us to give the Havoline brand a refresh, moving away from the existing consumer-led lifestyle campaign and adding more emphasis to their strapline.

The solution

Focusing on ‘Keep going’, the new positioning reflected performance and movement through simple messaging that could be easily transposed into 20+ languages and imagery that would be relevant for implementation throughout Europe, by depicting everyday driving conditions with a common theme running throughout. The result was a strong, recognisable visual identity to reinforce the strength and longevity of the Havoline brand.