Blue Chip Brands joins WildBrain CPLG on stylish, exciting lifestyle brand

Following its appointment in March of WildBrain CPLG as its global agent (excluding AsiaPac), premium engine oil brand – and now major lifestyle brand – Motul has appointed Blue Chip Brands as its agent for Australia and New Zealand.

With its focus on a small number of ‘Blue Chip’ clients and its strong experience in building powerful lifestyle brands and strong consumer products programmes, Blue Chip Brands is perfectly placed to develop the many opportunities Motul offers.

Motul has also appointed licensing specialist PR and marketing agency kilogrammedia to manage its relations with the licensing trade press. In addition, the brand will be the sponsor of the Motul Café, the Brands & Lifestyle Bar at Brand Licensing Europe at London’s Excel from 17-19 November.

Motul is a world-renowned company, specialising in the formulation, production and global distribution of high-tech engine lubricants for the consumer market.

In the 1950s the brand began using racetracks and international motorsports events to develop, refine and test its products to the limits. As a result, the company has been a dedicated technical partner and official supplier to the finest teams and manufacturers in history, with a presence in over 160 countries, and numerous event partnerships including the Dakar Rally, Le Mans and Goodwood Revival.

The Motul brand is now bringing its associations with speed, style, adventure, performance, elegance and above all winning to multiple categories in a major lifestyle branding campaign.

Among the many categories the campaign is targeting will be bags, stationery, earphones, phone covers, masks, kitchenware, houseware and of course car accessories. It will also address a wide range of apparel – from t-shirts to padded jackets and from deck shoes to hats and, of course, safety helmets and sportswear. Like the brand’s famous red and white banner, the designs will be simple, direct and striking.

Nature and the great outdoors are another target market, with massive potential for rugged, functional apparel lines as well as backpacks, tents and portable stoves.

There is also the opportunity to highlight the near 100-year heritage of the brand through special retro ranges deploying versions of the brand throughout its early history

Managing the Motul campaign is Laurent Taieb a licensing specialist with over 25 years’ experience. He says: “Our aim with Motul is to bring both the brand and its many associations to a global audience. The appointments of both WildBrain CPLG and Blue Chip Brands are key to developing the extraordinary potential of this brand, and we’re delighted to be working with both of these highly respected agencies.”