All Caltex advertising and promotional activities are firmly rooted in the brand’s philosophy of helping people realise their long-term dreams through small, practical and necessary steps.

This customer-oriented philosophy is embodied in Caltex’s “What Drives You” campaign, which was introduced in all the key markets in which it operates in early 2001. Advertising and promotions show people’s long-term ambitions and how Caltex helps them meet their short-term needs so they can focus on their real goals.

The “What Drives You” campaign is the first ever Global advertising effort. For the first time, all the products and services of Caltex are united under one message across the world. The message is that we understand you have drive and dreams, places you want to go to, today and tomorrow.

We know that everyone travels a unique road and in whatever way we can, we will help you on your road. You have long-term goals that you are trying to reach; you have mid-term goals that you are working toward, and immediate goals, which must be taken care of. This is where Caltex comes in. We aim to take care of the little things now, so you can move on to bigger things tomorrow.

Behind the “What Drives You” campaign is our recognition that a Service Station is the last place you want to go as it slows down your journey. That’s why we focus on “renewing momentum”. By giving you quality products and services, we keep you on the go.

Refueled. Revived. Refreshed. And ready for life’s exhilarating drive forward.