The TV ads for Castrol Magnatec will run alongside print and digital ads for the company’s Edge and GTX brands.
Castrol is also restructuring its product range and introducing a new pack design with simplified labelling.
The TV ad was created by Ogilvy and features Castrol Magnatec’s “intelligent molecules” being brought to life to explain the dangers of engine damage. It will be broadcast on terrestrial and satellite channels in April, May and August.
The marketing will be supported by a below-the-line PR push focussing on product range and oil education including a social media campaign.
Rob Stroud, marketing director at Castrol says: “This is part of our strategy to help customers understand the need for oil and ensure they use the correct one – and a significant media campaign is an important driver in raising awareness.”
Castrol will also be promoting its sponsorship of the 2010 FIFA World Cup with print and digital ads.