Shell has launched a new packaging design for its Shell Helix lubricant range, aiming to represent the brand’s evolution and commitment to innovation.
The launch coincided with the debut of Shell’s global campaign, ‘Unleash the Power Within’, featuring Scuderia Ferrari HP drivers Charles Leclerc and Lewis Hamilton.
The Shell Helix packaging was designed for a ‘More Powerful Choice’, aiming to combine design with enhanced functionality and looks to improve on-shelf impact, simplify product navigation, and offer greater convenience for consumers.
Back labels are intended to be easy-to-read and highlight key product benefits and specifications, to help drivers select the right oil for their engine’s needs.
Vanessa Boag, vice president for global lubricants marketing at Shell, said: “This milestone is a powerful testament to Shell’s relentless innovation and the trust we’ve earned from partners and customers around the world.
“Our new Shell Helix packaging is a bold, modern evolution – designed with our customers in mind.
“Today, we celebrate not just the power of our product, but the power within every drive, every engine, and every journey.”
The launch event brought together more than 100 leaders and customers from more than 13 countries.
The new Shell Helix packaging and global campaign will roll out across key markets starting after summer 2025, supported by a full suite of activation tools across trade, digital, and experiential platforms.
