Castrol taps LMCA to grow its brand beyond its core business

Brand licensing specialist LMCA has been appointed by Castrol as its global licensing agency. Castrol, a subsidiary of bp, is the lubricants arm of the British energy major which it acquired in 2000 for USD4.7 billion.

“We are thrilled to announce our global partnership with Castrol, a worldwide leader with over 120 years in delivering high performance lubricants, fluids and auto care solutions for the automotive, industrial, marine, electric vehicle and aerospace industries,” LMCA announced on its Linkedin page.

This new program will see LMCA expand Castrol’s brand presence and consumer reach through licensed products and services in performance care, auto accessories, and e-mobility. These brand extensions will complement Castrol’s core lubricants business and strategy, and will support Castrol’s focus on innovations in future mobility and renewable energy solutions, the company said.

As the company’s global agency, LMCA is dedicated to growing Castrol licensed offerings at retail, independent workshops and B2B platforms, led from LMCA’s head office in North America, together with its regional offices around the world.

LMCA, which is headquartered in New York, U.S.A., recently opened offices in Mexico and Brazil to further service its clients’ growing programs and to meet the demand for corporate brand program development in Latin America. Its headquarters in Asia is located in Shanghai, China.

“We believe there is enormous untapped potential for the Castrol brand globally and are excited to be chosen to work with Castrol on the next phase of their strategic brand development initiatives,” says Ciarán Coyle, president and CEO of LMCA. “Castrol has a rich heritage in innovation and performance, global brand popularity, and a best-in-class reputation for delivering pioneering products and services. We look forward to extending the brand into a range of high-quality products and experiences that tap into the brand’s core equities.”

“This strategic initiative is a testament to Castrol’s commitment to furthering our global brand strategy, deepening relationships with our consumers and fans, and building our brand value through relevant extensions. We look forward to developing a robust brand licensing programme with LMCA that optimises the brand potential and offers new and innovative product and service solutions for our Castrol customers,” said Sumeet Wadhwa, Electric Vehicle & Growth Unit marketing director, Castrol.