The decision to brand the vehicles took place with the intention for Caltex to stand out from the clutter - especially amongst the huge volumes of advertising in Johannesburg - by utilising a medium that is both attention-grabbing and versatile in its mobility. The blue bubbles of the new Caltex campaign draw attention to the exclusive nature of the fuel and the long history of its proven cleaning power.
Commenting on the choice of advertising medium, Jill Koopman, Brand Manager for Chevron South Africa, says, "The Caltex truck advertising afforded us the opportunity to do something unique with the brand and stand out from the regular advertising clutter. At the same time, it allowed us to partner with some of our commercial customers who permitted us to brand their vehicles. This shows the proven cleaning power of Caltex with Techron® in action on the roads of South Africa, helping our retailers service their customers reliably."
Graffiti Managing Director, John Rice, adds, "In teaming up with their business partners to brand the trucks, Chevron have not only provided themselves with a fantastic advertising medium for Caltex with Techron®, but they are also drawing attention to the effectiveness of the product through the fact that these vehicles are all running on Caltex fuel. This association is quite unique to the brand and it was a great idea to capitalise on this by branding the vehicles."
In addition to the truck advertising, the Caltex campaign also includes television, print and digital elements, all of which focus on the cleaning properties of the Techron® additive in the fuel. Koopman concludes, "The key differentiator of our Caltex with Techron® fuel is its cleaning power. Whilst this cleaning aspect is communicated through every element of our campaign, the trucks certainly highlight this in an impactful way with their bold, eye-catching branding."
For further details regarding truck advertising please contact Jackie Verrion at Graffiti in Johannesburg on (011) 691 8400, Darryn Thomas in Cape Town on (021) 552 7255 and David Ferguson in Durban on (031) 563 2820 or visit www.graffiti.co.za