Launched in June of this year, Caltex with Techron Phase 4 has swept across the country, reinforcing the brand’s core message of engine cleaning with familiar visuals of Caltex Cleaners diligently working together to wipe engine surfaces clean with larger-than-life sponges and squeegees. The campaign is an extension of Caltex with Techron’s Phase 3, which featured the same Caltex Cleaners cleaning and polishing the metallic letters of the word ‘ENGINE’. In phase 4, however, introduced the visual elements of common cleaning utensils (ie: sponges and squeegees) taking the message of ‘cleanliness’ to another level. So far, this has resonated well with customers, educating them about the key benefit of Caltex with Techron while entertaining them in the process.

To carry the message even further, Caltex has yet again ensured maximum visibility of Phase 4 with an all-out nationwide advertising campaign. Caltex with Techron branding hit the streets hard, enveloping almost every corner of every major city throughout Pakistan. From backlit vans to pylons, bus shelters and other attractive POP materials, the advertising seamlessly linked together to make the fourth phase of Techron comprehensive and visible.

Furthermore, the Caltex Cleaners also made their way into the individual homes of customers, dragging their squeegees and pushing their sponges across magazine covers and L-scrolls on popular TV channels.

Caltex with Techron was successfully launched for the first time in Pakistan in April of 2006. The first-of-its-kind launch evoked a tremendous response from customers, who showed great interest in the product after experiencing its cleaning power. By launching Phase 4 of this campaign, the Caltex Pakistan team has effectively carried forth the interest of consumers, capturing their imagination and delivering a high-quality product, while increasing Caltex with Techron’s brand equity.