

Emirates National Oil Company LLC (Enoc) has unveiled a landmark development in the marketing of its proprietary lubricants range with a complete packaging revamp aimed at boosting its marketing power and challenging major international players.
The wholly owned Government of Dubai Group has invested heavily in the repackaging overhaul aimed at repositioning Enoc lubricants as an international high quality brand. The overhaul is the first since the launch of its lubricants brand seven years ago
“In commissioning this overhaul we have been driven by our desire to build an international lubricants brand,” said Hussain Sultan, group chief executive and board member, Enoc.
“This dynamic new look followed intensive research among all stakeholders which placed Enoc Lubricants as a mid-range product. We believe the quality of our lubricants is such that the time is right to challenge other major international players in the market and this new, world-class image is a visual demonstration of our determination to be up there with the best.”
The attractive colours and look of the Enoc Lubricants’ new packaging and labelling is designed to reflect the modernity and towering impact of Dubai worldwide. The brand icon of Enoc has become more prominent, the physical structure of the packaging has become more aerodynamic, with a refined pouring angle making it easier use to prevent any ‘glug’ impact.
“It reflects the integral values of Dubai in delivering speed, purpose and premium products,” said Sultan.
The new Enoc Lubricants packaging image was conceived by international identity consultants Landor. The image has been two years in development.
“The look is aimed at enhancing our brand competitiveness, keeping us ahead of the competition, reflecting a promise of trust emanating from a region which is associated with the raw material of oil and delivering the quality of performance excellence, which is now synonymous with Dubai,” said Sultan.
The new, contemporary identity rollout comes seven years after the launch of the original Enoc Lubricants’ look.
“Our aim is to make the Enoc Lubricants’ brand a quality flagship for Dubai and the UAE,” said Kamal Said, chief operating officer, Enoc International Sales Limited, which is responsible for generating group lubricants sales both locally and in wider international markets, including the GCC region and Middle East, the CIS, Africa and Asia.
The new image will be initially rolled out across the UAE with plans to expand it internationally within six months.
“Enoc Lubricants is now the Energy Partner of Choice with leading lubricants distributors across more than 20 countries and we will work with these partners to deliver international success,” said Said.
Established in 1998, Enoc Lubricants has developed its own quality range of branded automotive, industrial and marine lubricants, which are blended at ISO-9001:2000-certified facilities in Dubai. Its product range is currently marketed in over 20 countries by an experienced and qualified sales and technical team.
Following extensive regional research, Enoc Lubricants developed products best suited to the demanding conditions of the Middle East. Enoc Lubricants’ two flagship products, namely the Protec gasoline engine oil range and Vulcan diesel engine oil range, are available in packs of different shapes and sizes with a tamper-proof aluminium foil seal. Enoc Lubricants’ products are now marketed throughout the Middle East, Asia, the CIS and Africa and the company is looking to further expand its international distribution network.