Shell has announced a bold new chapter for its iconic Helix lubricant range, unveiling a striking packaging redesign alongside the launch of its global ‘Unleash the Power Within’ campaign.
The initiative spotlights Shell Helix Ultra, the brand’s flagship motor oil, and features official Scuderia Ferrari HP drivers Charles Leclerc and Lewis Hamilton for the first time.
The refreshed packaging, described as “sleek, modern, and performance-led,” is designed to deliver a “More Powerful Choice” for consumers.
It boasts enhanced functionality, improved on-shelf impact, and simplified product navigation.
Clear, easy-to-read back labels now highlight key product benefits and specifications, empowering drivers to confidently select the right oil for their engine’s needs.
Enhanced technology claims and visual cues further reinforce Shell Helix’s reputation for innovation and power.
Vanessa Boag, Shell’s VP Global Lubricants Marketing, emphasised the significance of this milestone: “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.”
At the heart of the campaign is Shell Helix Ultra, which promises to “unleash the power within your engine,” offering more power, faster responsiveness, and better fuel economy.
The launch also marks 75 years of partnership between Shell and Scuderia Ferrari HP—a legacy built on shared innovation, leadership, and trust.
Shell Helix Ultra remains Ferrari’s oil of choice, both on and off the track, reflecting a collaboration that continues to push the boundaries of engine performance and protection.
The launch event, attended by over 100 key opinion leaders and customers from more than 13 countries, celebrated Shell’s racing legacy and enduring partnership with Ferrari.
The new packaging and campaign will begin rolling out across key markets after summer 2025, supported by a comprehensive suite of trade, digital, and experiential activations.
