Joey van Dongen
Creating a legendary lubricants brand.
World of Racing
By focusing on the heydays of racing, we were able to create a completely different universe and associated lifestyle for a competitive brand competing with the big boys such as Castrol, Valvoline and Mobil 1. To strengthen this message further we knighted the company with its iconic name, in honour of the legendary racer Stirling Moss. The essence of Stirlings is summed up in a two-word slogan: ‘Legendary Lubricants’.
Although the iconic name suggests differently, Stirlings is a Dutch company and very proud of it. The round seal depicting the Dutch lion in the middle and draped with ‘Made in Holland’ is shown on all products. In a way it acts as a sign of approval being a solid and trustworthy product.
Level up: Be the racer
Identifying with the racing universe and having an iconic name is not enough. If you talk the talk, you have to walk the walk. In a bold move to take the world by storm, Stirlings announced its commitment to competitive racing by starting a racing team in December 2021. Not just an ordinary team, but one that propels the performance of young racing talent. Built on the success of Stirlings Oil Company and guided by racing legends, young talents can chase their ambitions.
More than just a team
We were appointed to create the concept which was simple. Stirlings racing team provides the seats and suits so youngsters from various disciplines, competitions and countries across the globe can enter and fulfil their dreams. But this is more than a team. It’s an editorial brand platform that activates a new community of like minded racing fans while unlocking the mission to make our lubricants legendary worldwide. And most of all, it creates engaging individual and team stories interesting for clients, the industry, investors and consumers.