Your Commander Has Arrived

Challenge

The economic and price inflations have forced passenger car drivers to downgrade from synthetic premium engine oil to cheaper alternatives.

Inspiration

Captain Label: hailing-ride drivers feel a downgrade when labeled as “drivers”. Hence, car-hailing service providers refer to them as captains.

Idea

A Label Upgrade: From Captains to Commanders. New Product Label: redesigned line extension and an exclusive community that understands captains’ struggles and enables them to Drive On.

Growth

Shell Helix synthetic range has grown exponentially in volume share and the brand has witnessed a rise in top-of-mind awareness.