The lubricants market is led by Mobil who has been strongly established and trusted in the market for a long period of time followed by shell who is also another major player multinational player. As for our brand Total Rubia comes in the 5th rank in terms of market share and it is perceived as overpriced with no emotional link with the target. Our mission is to get the brand closer to the consumer heart and start consider using the brand in their trucks

The Implementation was gaining the heart of truck drivers by integrating our brand with a real fact that they know among each other which is “A real driver is the one who knows how to preserve his Truck”. We designed stickers like the ones they use to decorate their vehicles and tailored made some where we used local slang quotes meaning that real drivers preserve their car Showing different benefits for Rubia oil that helps them to do that. An Outdoor Campaign with more Slang quotes and located it in different areas where they usually pass through. Moreover, a video and radio ad was conducted using a well-known Singer that they consider one of the few singers that represents them and talks their language. We replaced some of the words of a well-known song with the benefits of Rubia Lubricant.