WAYNE, NJ — More than 50 locations nationwide have participated in the popular Castrol Imaging Program since its launch in May 2005, and BP Lubricants USA Inc., the parent company of Castrol, said it expects even more independent lube operators to participate in 2006.
The Castrol Imaging Program integrates Castrol branded signage and imaging schemes with each independent lube operator’s unique business personality to give their business an updated look and a premium identity. Using digital high-resolution images and guidelines provided by BP Lubricants, participating fast lubes can now present a uniform Castrol image while maintaining individual business character and local brand equity.
“When an independent lube shop couples its business personality with the Castrol Imaging Program, it will create a premium identity package. These redesigned shops will clearly indicate to consumers that they can have their oil changed with Castrol oil at this location and that these shops are trustworthy because of the brand affiliation,” said Craig Lange, quick workshops market space manager for BP Lubricants USA Inc.
The Castrol Imaging Program incorporates a full range of imaging and identity tools to meet installers’ presentation and pricing requirements. The Castrol Imaging Program Manual, provided to participating operators, includes extensive design choices for fascias and building wraps, integrated interior and exterior color schemes, various signage options and detailed instructions on using the Castrol logo. Also available through the program are a variety of point-of-sale items that help installers communicate their products and services to customers. Current Castrol installers can also access the Castrol Imaging Program manual on the web via castrolimages.com.