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Published on July 12th, 2011 | by Daniel Sherman Fernandez


Caltex celebrates 75 years with a big birthday party

Caltex, proudly marks its 75th anniversary this year, and the milestone was celebrated in style last week. More than 600 employees, retailers, distributors, and business, government and community partners gathered at Marriott Putrajaya this evening for a Caltex 75th Diamond Gala to honor Caltex’s history and to showcase the bright future in store for the brand in Malaysia and across the region. In his keynote speech, Chevron’s Asia-Pacific Vice President of International Products, Peng Xiao Fei, said the brand was continuing to innovate to retain relevance among its customers. Announcing a new tagline and brand campaign, Mr Peng said “Enjoy the journey” was a “fresh, simple, easy sentiment” that talked about both the brand’s spirit and its role in the lives of motorists. “We want to create a real change in our brand promise to get consumers to re-evaluate Caltex, its products and its offer,” he said. The new campaign uses “Bubbles” as an innovative way to communicate the benefits of Techron® in an engine, and to let customers know that they can expect a really different experience when they pull into a Caltex service station. 
“Good service, great facilities and fuels containing Techron are the basics that help get people onto our forecourts, and keep them coming back,” he said. The new marketing campaign launches next month. The Caltex Star has always stood for quality, value and service, and over 75 years, Caltex has become embedded in the Malaysian experience, with a growing network of more than 420 service stations throughout the country. The Caltex name first appeared in 1936 as a joint venture between Standard Oil of California and the Texas Co. Locally, Caltex commenced business in the then Malaya in 1937 with the marketing of lubricants via its Singapore Office. By 1959, Caltex had assumed responsibility for the marketing of a wide range of petroleum products. In 1996, the brand moved to its new-look five-point star, while service stations featured bright canopy lighting that welcomed a new generation of increasingly-mobile motorists. In 2006, Caltex rolled out its latest innovation, the Techron® performance additive designed for petrol engines. This was followed by Techron D® launched in 2009 for diesel engines. Caltex has come a long way in 75 years, from just supplying motor spirit, benzene and lubricating oil, to becoming a landmark brand welcoming motorists throughout the country. In Malaysia, the Caltex brand has also developed a close association with community related programmes initiated by Chevron Malaysia Limited, especially in efforts to raise awareness and enhance education on HIV/AID. In conjunction with the 75th anniversary celebrations, Chevron presented a cheque to the Malaysian AIDS Foundation amounting to RM53,241 during the gala night. The funds were raised from proceeds of a charity sale organized by employees, donations from retailers. Chevron topped up the collection with an additional RM30,000.The cheque was presented to Tan Sri Mohd Zaman Khan, President of the Malaysian AIDS Council. Chevron is a pioneer member of the Malaysian Business Consortium on HIV/AIDS (MBCH) established by the Malaysian AIDS Foundation to directly manage the impact of HIV/AIDS at the workplace and minimize new infections by empowering the workforce to make informed lifestyle choices.

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