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The Brand Union wins PetroChina Lubricant Company account


SHANGHAI — Following a competitive pitch, The Brand Union, a WPP agency and affiliate of the Ogilvy Group in China, has been awarded a 3-year contract to design packaging for PetroChina Lubricant Company’s range of Kunlun brand lubricant oils.

The Kunlun portfolio of leading domestic lubricants are owned by PetroChina Lubricant Company, a wholly-owned subsidiary of international energy giant China National Petroleum Corporation (CNPC). The Brand Union has been tasked with defining Kunlun’s visual identity and creating a branded packaging platform that will unify its 12 sub-brands under one compelling and consistent brand identity.

“For lube oil products, the packaging is a vital touch point and is where our customers and stakeholders begin to develop their perception of the Kunlun brand. So it is crucial that we invest as much in branding and design as we would in R&D. The Brand Union was an ideal partner for us because they have a great deal of experience in packaging design for the Chinese energy industry and they understand our audience,” said the head of PetroChina Lubricant Company’s Marketing Department.

In China, The Brand Union previously served energy brands including BP, ENN and Suntech Power.

William Woduschegg, The Brand Union’s Creative Director in China, said, “We feel privileged and are excited about engaging with companies in China, helping them to build powerful brands and changing consumer perceptions in the market place.

A long-term partnership with PetroChina is certainly a dream assignment.
Delivering a consistent brand experience through a strategic and smart approach to design will bring the Kunlun family of brands to life and elevate them to the next level.”

About The Brand Union
Established in 1972, The Brand Union, a WPP agency and affiliate of the Ogilvy Group in China, is a world-class global branding agency comprising over 500+ strategists, designers and researchers across 21 offices worldwide.

The Brand Union entered China in 1999 as the first global branding agency to enter the mainland market. The agency’s Shanghai headquarters opened in late 2001 and the Beijing office opened in 2006.

The Brand Union combines the world’s leading branding methodologies with local knowledge to help Chinese and international companies to develop powerful brands in China and overseas.

The Brand Union’s clients include many leading Chinese companies as well as international brands such as COFCO Group, ICBC, China Everbright Bank, SPD Bank, SIG, Suntech, China Mobile, Pernod Ricard, Dyson, Goodyear and the Mars Group.


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