‘TODAY’S POWERFUL CHOICE’
Caltex Oil Malaysia
Yasmin Merican (Caltex Oil Malaysia)
J. Walter Thompson
Led the brand building of Malaysia’s first fuel brand, Techron Unleaded, for Caltex Oil Malaysia. The effort secured Caltex as the ULG (unleaded gasoline) market leader within a year of the product launch wresting domestic market share from competitors between 1994 to 1998 strengthening the retail oil company’s brand power in the mid to the end of the 1990s.