Trax Associates | Techron Unleaded Creating Malaysia’s first fuel brand
Trax Associates is a strategy consulting firm with a brand-driven focus. We forge the alignment of business ambition with market delivery offering companies a sustainable competitive advantage through brand building insights and methods.
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Caltex Oil Malaysia

Brand Lead

Yasmin Merican (Caltex Oil Malaysia)

Creative Lead

J. Walter Thompson

About This Project

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.