New pack design and POS materials
With a limited promotional budget, the new Techron packaging needed to work hard on-shelf. We introduced two new sub-brands to differentiate the two types of cleaners and a new point of sale device to promote each product’s key benefits.
Techron is a premium, high performance product. Caltex needed to update the packaging to reflect this positioning and promote the product’s benefits by informing retailers and consumers about how the product works.
We recommended bringing the number of kilometres the product lasts for into the branding, as it is a major benefit over its competitors. The new bottle shape allows for a collar which maximises shelf impact and describes the key product features and benefits, while technical diagrams on the back clearly explain how the product works.
Colour clearly differentiates the two products. The background of the label emphasises Techron’s unique burst of cleaning power which is unmatched by its competitors.
The revitalisation of the Caltex Techron range resulted in a massive 75% increase in sales within the first 6 months and by year-end had more than doubled.