Castrol: Shoppable Walmart Garage

Castrol, an oil brand, encouraged DIY consumers to pick its oil over any other by partnering with Walmart and NFL star Larry Fitzgerald to turn his garage into a fully shoppable destination.

As the motor oil category has become commoditized, we wanted to create a retail experience for the Do-It-Yourself(er) customer that both engages and converts them while showing points of differentiation for Castrol motor oil.

Castrol was not getting on the consideration list of many DIYers because of lack of differentiation between brands. They knew of the brand but would pass on it based on legacy challenges (dad’s brand etc.) and the high price point. 

We knew that DIYers were passionate about multiple activities outside of the auto category. When they do purchase oil most customers go directly to the brand...

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