Caltex aims to differentiate its Aussie roots with new brand campaign

Caltex is aiming to differentiate itself from its multinational giant fuel supplier competitors in a new campaign which looks at the various ways the product is used in Australia.

Created by Leo Burnett, the commercial is a montage of shots of different vehicles presumably running using Caltex fuel and ends on the tagline ‘One name moves more Australians than any other. Caltex, with you all the way”.

Caltex general manager of marketing Bruce Rosengarten said: “We have built a reputation for delivering safe and reliable fuel supply to Australian families, businesses and communities for more than a century. Of course, a number of other well-known brands have been competing to deliver fuel to Australians too, but many are now exiting and being replaced by major international trading companies that most Australians have never heard of.

“Unlike many other well-known fuel suppliers, Caltex isn’t going anywhere. Our business is based right here in Australia – our Board is here, we pay our taxes here and our customers are here too.

“The ‘with you all the way’ advertising campaign is about telling the story about who we are and what we are already doing behind-the-scenes to make Australia strong. While our competitors might be changing their stripes, Caltex is investing and remains committed to Australians and the success of this nation.”

The campaign runs across TV and is supported with billboards and digital promotion.


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