FLUIDIUM

Known as the world’s largest heavy equipment manufacturer, Caterpillar rarely gets lost in the shuffle. But in the machine fluids market, customers typically view all brands the same—a misunderstanding that clashes with Caterpillar’s premium quality position.

Caterpillar ultimately needed to educate customers otherwise: Cat Fluids deliver proven results with more life and less wear for machine and engine components. The marketing challenge was getting customers to listen to that message.