Engen is gearing up for a high-impact nationwide rollout of Engen Xtreme activations this December, with coordinated in-store events taking place almost simultaneously across KwaZulu-Natal, the Western Cape and Gauteng. The campaign marks one of Engen’s most extensive in-store visibility drives to date, designed to boost customer engagement, deepen retailer relationships, and drive festive-season demand for the full Engen Xtreme lubricants range. 

The campaign marks one of Engen’s most extensive in-store visibility drives to date, designed to boost customer engagement, deepen retailer relationships, and drive festive-season demand for the full Engen Xtreme lubricants range.

Where and When

Throughout December, Engen Xtreme promoters will be stationed at partner retail stores across all three regions (see the full rollout below):

• KwaZulu-Natal – Durban and broader KZN network
• Western Cape – Cape Town Metro and regional partner stores
• Gauteng/Inland – Johannesburg, Pretoria and wider Gauteng trade points

Customer Giveaways and Incentives

Customers purchasing Engen Xtreme products during the activation period will receive exclusive branded incentives, including Xtreme-branded Switch cans and Durance cleaning and car-care products. These giveaways aim to encourage trial, reward loyal customers and highlight the brand’s refreshed presence on shelf.

Focus Products

All Engen Xtreme lubricants – including Standard S8, Premium S10, and Prestige S15 – will be showcased throughout the campaign. Promoters will offer product information, usage guidance and assistance to help customers select the right lubricant for their vehicle needs.

Activation Experience

Each activation will feature promoters engaging directly with customers, product education, engine-care guidance, branded giveaways with qualifying purchases, sampling of Engen’s refreshed packaging, and visual demonstrations. 

Why the Activations Matter

The December rollout coincides with the busy holiday travel season, when motorists are preparing vehicles for long-distance journeys. It also builds on the successful relaunch of Engen Xtreme earlier this year, which introduced a bold new brand identity, advanced formulations and modern packaging.

“Engen Xtreme has evolved to deliver premium performance for South African motorists, and these December activations help us bring that message directly to customers,” says Melissa Graham-Tsaperas, B2C Sales Marketing Manager of Lubricants at Engen.

“By creating visibility in-store and engaging people where they shop, we’re strengthening trust in a locally manufactured, high-performance product designed specifically for our roads and conditions.”

With South Africa’s average vehicle age hovering around eleven years, Engen Xtreme’s superior protection for high-mileage engines continues to resonate strongly with motorists, mechanics and retailers alike.