Case Study: Petroplus Achieves a Successful Brand Transition with Earl & Thompson Marketing

Petroplus - Customer Case Study

Petroplus, through its BP Bitumen (UK) acquisition, needed help integrating the business into the Petroplus brand and communicating the change clearly to customers and the wider industry. Earl & Thompson Marketing supported the repositioning and marcomms campaign to manage the transition, reduce confusion, and build brand presence in the UK where Petroplus had little existing equity.

Earl & Thompson Marketing carried out market assessment and brand/proposition analysis, then developed a brand strategy that leveraged existing BP Bitumen (UK) equity while supporting future growth. They delivered a full communications programme and creative collateral, and the result was a refreshed Petroplus Bitumen identity that aligned with Petroplus’s look and feel while retaining familiar visual elements from BP Bitumen across advertising, literature, website, and POS; no specific measurable impact was provided.

Petroplus