Case Study
Certas Lubricant Solutions
Repositioning an established lubricants brand from transactional supplier to specialist solution provider.
Certas Lubricant Solutions is the UK’s leading independent distributor of premium lubricants and AdBlue®, serving sectors including construction, transport, marine and agriculture. Lubricants are sold directly, but mainly through a network of dealerships.
Strategy
The strategy focused on moving the conversation from products to problems.
Rather than selling on technical features alone, the new messaging needed to show the impact Certas could deliver against the pains and gains customers cared about, such as enhanced efficiency and reduced costs.
The work also needed to elevate the role of lubricants. Because lubricants are often hidden inside machinery, vehicles and operational environments, the strategy had to “wrap around” the customer’s world and make the benefit visible.
A messaging canvas was created to support more consultative sales conversations and help Certas present lubricants as essential, specialised solutions.
Strategy
The strategy focused on moving the conversation from products to problems.
Rather than selling on technical features alone, the new messaging needed to show the impact Certas could deliver against the pains and gains customers cared about, such as enhanced efficiency and reduced costs.
The work also needed to elevate the role of lubricants. Because lubricants are often hidden inside machinery, vehicles and operational environments, the strategy had to “wrap around” the customer’s world and make the benefit visible.
A messaging canvas was created to support more consultative sales conversations and help Certas present lubricants as essential, specialised solutions.
Creative
The creative platform centred on the line “The home of Fluid thinking”.
This positioned the Certas team as experts with innovative thinking, giving the brand a clear role in thought leadership and sales conversations.
The previous visual approach used a “python” design to suggest lubricants wrapping around common scenes, but this failed to convey the level of expertise Certas needed to project. The new creative introduced a more confident and authoritative visual style.
A top-down photographic viewpoint was applied across stock imagery, creating consistency while conveying scale, control and authority. This gave Certas a distinctive visual language that could flex across digital, sales and event communications.
Example outputs
Activities included:
- Website reskin
- Social media
- Sales presentations
- Email journeys
- Digital campaigns
- Exhibition stands
- LinkedIn awareness campaigns
- LinkedIn lead generation campaigns
- Trade media emails
The impact in numbers
0%
lift in brand searches
>0
visitors from niche campaign audiences
0%
increase in organic traffic
0%
increase in engagement metrics
Fancy a chat?