Abstract
Shell, the lube giant, embarked on a mission to rejuvenate its legacy product, Shell Super Plus Motor Oil (SSPMO), by launching a refreshed motor oil formula and packaging, aptly named Shell Super Plus or SSPMO. The challenge was to transform SSPMO into a product that appeals to a wide range of age groups especially the young, while maintaining the same product stature and legacy.
Approach and Execution
The success of this endeavor hinged on a multi-faceted collaborative approach:
- Strategy & Creative Concept: Across different consumer typologies (The Mass, Quality Enthuthiasts, Average Cost Savers) there has been an agreement that the pack seems old and requires upgrade*. Hence, Walnut developed a central creative theme was developed, "New is Gold = جديدك نديمك " a wordplay on the traditional phrase "Old is Gold قديمك نديمك = " to introduce the new product & pack. This concept was designed to highlight the product's improvements and modernization while keeping the Aging loyalists in mind.
- Cultural Sensitivity: Understanding the unique cultural context of Saudi Arabia was essential. The campaign aimed to connect with Saudi Arabian consumers by incorporating elements of their culture and pushing the agenda with younger audiences using relevant sense of Humor.
Results
The "New is Gold" campaign exceeded expectations and delivered impressive results:
These metrics showcased the campaign's ability to engage and resonate with the target audience. It successfully revitalized the image of SSPMO and positioned it as a modern and appealing product with the same old & even better performance.
Conclusion
The Shell Super Plus Motor Oil (SSPMO) rebranding campaign, centered around the theme "New is Gold," demonstrated the power of creativity, cultural insight, and collaboration. By understanding Saudi culture, capturing authentic moments, Shell achieved remarkable results. The campaign successfully resonated deeply with Saudi consumers and breathing new life into a legacy product.