Experience lubricant production: Caltex transforms streets into experiences!

Experience lubricant production: Caltex transforms streets into experiences!

There is exciting news from the world of lubricants in Bangkok. Chevron (Thailand) Limited, known for its Caltex Lubricants brand, has come up with something special to attract attention and stand out in the competitive landscape of high-performance lubricants. As part of the “Bringing the Factory to the Road” campaign, the entire lubricants production process is transformed into an impressive visual narrative along the road. This reports Campaign Brief Asia.

The concept includes a series of road signs that represent each phase of lubricant production - from refining to blending to testing and sealing. The idea is to offer drivers, who often have no insight into the manufacturing processes, an understandable and clear representation of this complex topic. Supicha Dilokchaichanwuth, Brand & Product Marketing Specialist at Chevron Thailand, highlights the importance of understanding the quality of products before starting the engine.

Innovative approaches to customer loyalty

The signs have been designed to symbolize Caltex's precision and quality standards. The company even tested the angles, spacing and placement of the signs to ensure they were easy to read at different speeds. This campaign is not just advertising, but rather a novel brand experience that strengthens the connection between brand narrative and product creation. Chevron (Thailand) implemented this project in collaboration with the DIGITAS Thailand agency and a talented creative team. Products such as Havoline® and Delo® are also offered. Chevron Thailand has been active in the country for more than 70 years and sells its lubricants to over 20 countries worldwide.

But Chevron doesn't stop there. The company also pursues a prudent Clean Operations Strategy aimed at a low-carbon future and closely linked to advanced carbon capture technologies and renewable energy projects. In Thailand, Chevron is also known for supporting sustainability initiatives and recently received the American Chamber of Commerce's Platinum Level Corporate Social Impact Excellence Award, an award that honors environmental, social and governance factors.

Commitment to the community

Chevron’s 4E’s strategy – education, environment, energy conservation, economic development and employee engagement – ​​demonstrates a broad spectrum of commitment to the Thai community. The company invests in educational programs and scholarships and supports cultural events such as the Songkhla Day celebration. Chevron has also launched significant environmental projects in this country, including collaborations with initiatives such as “Foster Future Forests” to promote marine biodiversity in the Gulf of Thailand. Princess Maha Chakri Sirindhorn's recognition for supporting Thai arts and culture is further evidence of the company's deep-rooted commitment to society. Thai Times reports on Chevron's sustainable focus and the associated benefits for the entire region.

Overall, Chevron (Thailand) shows that today it is not just about selling lubricants, but also about gaining consumer trust and operating sustainably through innovative campaigns and strong community engagement.