Castrol Industrial Lubricants: Taking the commodity out of its B2B marketing

In a category perceived to be a commodity, making meaningful connections with key decision makers can be critical. So for Castrol Industrial Lubricants, an integrated campaign was developed around the concept of Proven Experts in Operational Efficiency. 

The message was clear: it’s not just longer drain intervals and reduced consumption that counts in choosing a product … it’s about prolonging vehicle life, reducing costs, improving inventory management, and more. In short, helping you, the fleet or maintenance manager, do your job.

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I wrote the book on it — literally

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CREDITS — AGENCY: SOURCE MARKETING. RICH FELDMAN: CAMPAIGN STRATEGY, CREATIVE STRATEGY, CREATIVE DIRECTION, COPYWRITING. SHOUTOUTS: SCOTT VITOLINS, ART DIRECTOR; ASHLEY MARCIANO, ACCOUNT DIRECTOR.