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Published on July 29th, 2011 | by Daniel Sherman Fernandez


Caltex™ To Revive Its Brand Image In Malaysia Starting Immediately

Caltex™ is reinvigorating their brand image, which has been a feature of the Malaysian landscape for 75 years, to enhance its vibrancy and further strengthen the brand promise, as the company evolves and continues to innovate to meet customer demands and expectations.

In addition to introducing lighthearted on-ground activation in the form of mobile Techron® Ambassadors complete with bubbles, the brand is also riding on the rise of ubiquitous mobile computing with a customized Caltex station locator application for Apple, and others for Nokia, Windows Phone 7 Series and Blackberry to come.

“Our customers are the inspiration behind the new ‘Enjoy the Journey’ campaign. It positions Caltex as the brand that understands the needs of all motorists, and works hard to make their journey a little more enjoyable by providing high quality products, services and facilities. We continuously strive to deliver on this promise each time our customers pull in at our service stations,” said Faizah Abdul Samad, Chevron’s Marketing Support Manager for Malaysia, Singapore and Cambodia.

The new brand strategy will also involve enhancements to the visual features and environment of Caltex service stations. The Caltex service station in Bandar Utama is the first to exemplify the new Caltex brand strategy. Another 60service stations will follow suit in phases scheduled for completion by year end. Caltex (Chevron) operates more than 420 service stations throughout Peninsular Malaysia.

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