Strategy / Design / Product Development / Video

Creating a new lubricants product

Shell creative showing engine pistons

Popular truck, light commercial vehicle and bus manufacturer, IVECO, was in the process of partnering with one of the world’s largest and most respected oil and lubricant brands, to develop an IVECO proprietary oils and fluid program.

But, the supply arrangement prohibited dual branding, requiring the products to be marketed solely under the IVECO banner, meaning the company could not leverage their partner’s substantial brand value.

Iveco and Shell digital banner design called 'Pure Joy'
Iveco and Shell digital banner design called 'Pure Performance'
Our thinking

With extensive experience in the commercial vehicle and capital equipment industries, I.M.A accepted the challenge to develop a campaign that would grow awareness and acceptance of the latest IVECO-branded range.

Our direction moved towards highlighting the many benefits of the IVECO lubricants range, focusing on the close joint development and testing program between the company and oils partner, to ultimately produce a fit-for-purpose product offering that met the exacting needs of IVECO vehicles.


The main campaign message, ‘Pure Joy’, humanised the relationship between the lubricants and the IVECO range, bringing to life all the ‘goodness’ that these products would deliver for IVECO vehicles, their owners and operators.

From a concept development perspective, the subject matter allowed I.M.A to work within some rich creative territories and provided a springboard to promote a number of sub messages that focused on: trust, leading technology, high quality, service orientation and dealer-to-customer proximity.

Iveco truck decorative image

The new-look range was executed across all channels for internal staff, dealers and IVECO customers, and was rolled out across product labels, retail and wholesale POS, video development, product brochures and digital campaigns.

Launching with a dealer playbook and associated materials also reinforced that IVECO had dealer support for this release. The playbook introduced details of the new partnership and provided a snapshot of the dealer-to-end-customer value proposition, as well as introducing the 2021 product portfolio, sales tools and general resourcing.

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