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Turning the efficiency screw
A completely new PACKAGING CONCEPT for Total and Elf lubricant small containers is intended to improve handling and logistics. There is also news from the sponsorship front.
Turning the efficiency screw
Pure, the name of the new packaging design for Total and Elf lubricant small containers, says it all: Pure stands for “Packaging Upgrade and Range Efficiency”. The aim is to make packaging as a whole more efficient, lighter and safer. "To outsiders it sounds rather unspectacular when we change our packaging, but for us it is a very big project. With around 60 different production sites worldwide, countless product, order and IT numbers, this is a gigantic undertaking that has been with us for years and will probably be completed in December 2019," explains Günther Katzengruber, Sales Director Total Austria. The new packaging must overcome three challenges: combat counterfeiting, optimize the management and transport of pallets and prevent leaks or irreversible deformation.
NEW DESIGN
The new design will be shown during September and will be available from December 2019. According to Total, the can ergonomics have been improved and the efficiency screw has been turned. The packaging weight was reduced by 15 percent. The product nomenclature has been changed to better understand the product ranges. And of course the labels have also been redesigned to illustrate the brand value of the lubricant. Practical: The new design increased recovery. In the future, only two percent of the cost-saving lubricant will remain in the packaging instead of the previous four. So you get more product for your money.
“The packaging change is a very big project for us.”GÜNTHER CATZENGRUBER, SALES DIRECTOR TOTAL AUSTRIA
IMAGE CARE
In addition to the mammoth Pure project, Total is still active in the motorsport and two-wheeler scene. The lubricant manufacturer sponsors the successful local rally driver Hermann Neubauer. The Total logo is prominently placed on the hood of the Ford Fiesta R5. In addition, they are an official partner of the global motorcycle event “The Distinguished Gentleman’s Ride”. Creator Mark Hawwa from Sydney aims to establish September 29th as an international riding day for bikers, which aims to dispel prejudices against motorcyclists. In 2018, over 115,000 people took part in 648 cities in 101 countries.