Castrol: Shoppable Walmart hub

Lubricant brand Castrol grew sales and new customers in the US through Larry's Garage, a fully shoppable hub in partnership with Walmart that starred former NFL star Larry Fitzgerald and targeted DIYers.

Campaign details

Brand: CastrolAgency: MindshareRegion: North America

Strategy

Objective

As the motor oil category has become commoditized, we wanted to create a retail experience for the Do-It-Yourself(er) customer that both engages and converts them while showing points of differentiation for Castrol motor oil.

Target Audience

Castrol was not getting on the consideration list of many DIYers because of lack of differentiation between brands. They knew of the brand but would pass on it based on legacy challenges (dad's brand etc.) and the high price point.

We knew that DIYers were passionate about multiple activities outside...

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Insights Team
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