champion moto lube prelaunch

Champion wanted to relaunch in the motorcycle sector. To shake up a stagnant market with an innovative new range of lubricants, developed by riders for riders. To do that we needed to prove to distributors and retailers that Champion understand the sector - and more importantly, understand what makes riders tick.

THE CHAMpion

The face of the campaign was Eddy Seel, former SuperMoto world champion. This proved that the range was developed by riders, for riders.

the technology

It was vital to convince distributors that the range featured the most advanced formulation of additives ever brought to market.

THE RANGE

Using the ‘rider-centric’ campaign message to explain how the product hierarchy works.