Liquid rejuvenation

Jingle re-engineered for a new generation

Back in 2007, Castrol UK ran a ringtone competition to see if both employees and the public at large could remix the classic Gustav Mahler’s ad theme that had been the brand’s staple jingle. Mark Taylor, an A-Level Music & Music Technology teacher and part-time musician, was the overall winner with his version, entitled ‘It’s Liquid Engineering’. The track was picked up by producer Adam Perry (a judge on the panel) and turned into a track for commercial chart release.

“By recording and remixing an iconic track and releasing it on Medical’s brand platform label ‘Brand New’, we have given the brand further reach to a younger, music-savvy consumer. We have also raised money and awareness for Teenage Cancer Trust as part of the process,” said Adam.

So what?: An age perception gearshift was needed for this iconic theme. The use of R.O.R.C (Right Oil Right Car) sees the slogan befitting its intended younger audience; right down to the number plate emulating text speak. “Gone are the days when your dad and granddad would spend weekends tinkering under the bonnet,” say Castrol. Gone too is the Classic FM ‘grey’ association as it seeds the brand into the dance community, where cars alreadly extend the clubbing lifestyle.

“Dance culture, much like hip-hop culture, is far more tolerant of brand intervention than mainsteram pop on single releases. A club success is simply a club success and Castrol’s simple R.O.R.C message is delivered here in a credible and honest way to a young demographic.”
Giles Fitzgerald, Editor, BBF

www.whoisrorc.com