Viagra for Old Cars?

Well, not quite but that was the underlying sentiment under consideration for the new Castrol GTX High Mileage campaign launched February 4, 2007.

Castrol GTX High Mileage is an engine oil designed specifically for cars with over 100,000 kilometers.  To launch the product in the Jamaican market, our client Tropical Battery, distributors of Castrol in Jamaica, opted for a consumer promotion.  The Panmedia Team was quite enamoured with the idea of promoting the oil as Viagra for old cars, but alas intellectual property rules would obviously prohibit such an approach.  While the print execution is fairly conservative and speaks to “re-energizing your old car”, the radio spot is very suggestive – give a listen .

The promotion runs through March 31st, and gives consumers a chance to win a  brand new set of rims and tyres, plus full service and detailing, with every gallon of GTX High Mileage purchased. In addition to print and radio, Panmedia also designed point of sale material in support of the promotion.