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Petro-Canada Lubricants

Putting a challenger brand at the forefront of industry debate

Petro-Canada Lubricants (PCL), a Holly Frontier business, is a leading North American lubricant business specialising in the development of innovative products for on and off-road applications.

Speed was appointed to position them as a challenger brand in the lead up to the new industry PC-11 specification updates. The aim was for PCL to be seen as the leading commentator and supporter ahead of the new engine oil specifications.

A high volume PR and global marketing campaign was delivered, designed to target key customer audiences in on and off-road sectors. Speed helped transform PCL’s reputation with key trade media as a go-to commentator on the industry changes ahead.


Generating 32 bi-lined articles in just six months resulting in 95 + pieces of coverage across a diverse range of road haulage, mining and construction titles across North America, Europe and Asia Pacific, Speed delivered a 3.4 million + audience reach. The campaign culminated in a press event at the CN Tower in Toronto with the CEO giving a series of one-to-one interviews with influential journalists and stakeholders.