2005 - Its more than just oil. Its liquid engineering
It is in difficult times that strong organizations take a challenging stance. Castrol seized the strategic opportunity to meet the challenge of the shift in the profile of consumers due to the booming personal mobility segment. During 2005, your Company took the initiative to relaunch the Castrol Masterbrand. All elements of the brand were changed and updated. All new communication has been most aptly summarized in the brand’s new tagline “Its more than just oil. Its Liquid Engineering.”
Our people continue to be a key asset and are often hailed as a pool of functional excellence in the wider BP world. Keeping the long term in mind, your Company continues to focus on leadership development and enhancing the competencies of staff. The organization also provided greater focus and sensitivity towards issues such as creating a diverse workforce and an inclusive work environment where everyone can succeed.
All this should only make us stronger and bolder going into 2006.