When BP Bitumen (UK) were acquired by Swiss refining giant, Petroplus, it was clear that action was needed to help this established client integrate with the Petroplus brand and also communicate to customer and the wider with the necessary change management messages.
Although Petroplus are one of the world leading refining companies, they have little or not presence in the UK and therefore had little brand equity. It was important that as well as communicating to audiences about the change of ownership, we avoided possible confusion within the industry.
Working closely with our client, we worked through a period of market assessment and undertook a brand and proposition analysis in order to establish the current positioning.
From there, we developed a brand strategy to harness the existing BP Bitumen (UK) equity and enable further growth. A full communications programme was compiled to support the strategy and our creative team developed collateral to support the roll-out.
In line with the new ownership, the brand styling was reset for the newly formed Petroplus Bitumen division, and whilst naturally sympathetic to the existing Petroplus look and feel, still retained visual equities which had become associated with BP Bitumen through style of photography and tone of copy on all items from advertising and literature through to website and POS.