“A brand that dares to challenge needs a marketer who dares to do the same.” 

Remarks Changbeom Lee, manager of GS Caltex’s Lubricants Business Operation Team, who oversees the marketing strategy and overall communications for Kixx. Having been with the brand for eight years, Changbeom has helped shape the face of Kixx while navigating every facet of marketing. For him, innovations and challenges are simply a part of everyday life. 

The fifth episode of My Kixx Story shines a spotlight on Kixx as it marks its 20th anniversary and enters a new phase, along with Changbeom Lee, the marketing expert who breathes life into the brand.  

 

How did your journey with Kixx begin, and what kind of work are you currently involved in?  

“I’ve been in charge of marketing for Kixx lubricants since 2018, so this is my eighth year. Having worked with the brand for so long, I feel a deep sense of attachment to it.” 

Changbeom is a seasoned marketing professional who has built expertise across a spectrum of marketing communications, including TV commercials, digital marketing, brand campaigns, and promotions. Since joining GS Caltex in 2006, he has worked in various departments such as service station marketing and domestic fuel sales as well as corporate planning, before taking on his current role as the marketing manager for Kixx.  

“Marketing is everything involved in making a brand known to people,” Changbeom explained. “There are countless tasks that need to be managed directly.” 

In fact, when it comes to brand communications, there is hardly anything that has not passed through Changbeom’s hands. He’s involved in it all—from official channels like the Kixx Newsroom and LinkedIn to product detail pages on the website, product brochures, key visuals, brand campaign videos, digital content, and even banners used at offline events. 

 

You’ve been involved in every aspect of promoting Kixx. How is this different from the other marketing work you’ve done in the past? 

Although he has experience working across a wide range of fields, Changbeom says that marketing for Kixx is never an easy task. 

“Kixx is a complex brand that has the characteristics of both consumer and industrial products. That means our communications efforts need to span both B2C and B2B in a variety of ways.” 

Engine oil used in vehicles has a B2C aspect—targeting individual consumers, while industrial lubricants used in manufacturing sites have a B2B aspect—targeting corporate clients. Even within engine oil, there are multiple audiences to consider, including distribution channels, repair shops, and the drivers themselves. Each demographic requires a different approach to brand communication. 

The markets also vary by country. In South Korea, Kixx has built strong brand recognition based on the trust and reputation of GS Caltex. Overseas, however, it is still in the process of gradually expanding its presence among consumers who are unfamiliar with the brand. Different target audiences mean that the approach and communications channels must also be adapted accordingly. 

“Most marketers work within the boundaries of their product’s specific characteristics, but in the case of lubricants, the scope is incredibly broad,” Changbeom commented. “There is a lot you can do as a marketer, which makes the job interesting, but from another perspective, it also means there is a lot of work that needs to be done.” 

 

As the person in charge of the brand, what do you consider most important when promoting Kixx in the market? 

Because each target audience and country requires a different message, Changbeom carefully localizes every campaign and piece of content to align with the strategy of each market. 

“In overseas markets where brand awareness is still relatively low, the recognition of South Korea as a brand often works to our advantage. We are positioning Kixx as a trusted brand with cutting-edge technology through the message of ‘the best of Korea.’ 

“In the Korean market, Kixx already has a strong foundation of trust, but its image as a future-oriented brand is relatively unknown,” Changbeom remarked. “That is why we are currently working on branding efforts to build a more premium, forward-looking, and progressive brand image. The recent brand renewal is a part of that initiative.” 

 

Could you tell us more about the brand renewal? 

Kixx is currently in the process of redefining its brand identity as it marks its 20th anniversary. 

While the lubricants industry may appear stagnant from the outside, it is actually in the midst of significant transformation. According to Changbeom and other industry experts, the rise of future modes of mobility—like hybrid and electric vehicles—is leading to a shrinking market for conventional engine oils used in traditional internal combustion engines, while emerging sectors such as AI data centers are creating new opportunities.  

In response to these shifting market trends, there has been a growing need to upgrade Kixx’s communications elements to reflect its role as a leading brand in the lubricants industry. Changbeom explains the recent Kixx brand renewal. 

“The renewed Kixx will be a more future-oriented brand, unafraid of change and ready to lead the way for the next generation,” he stated. “We refined every aspect of our communications, from the logo to the packaging design. Our new slogan, ‘Lubricating the Future,’ reflects that commitment.” 

In addition, the previously complex product names and lineup systems were streamlined to make them easier for global customers to understand. 

“Internally, we clarified the system, and externally, we simplified the engine oil lineup for passenger cars, commercial vehicles, and motorcycles into ‘GX,’ ‘DX,’ and ‘MX,’ respectively, so that customers can easily grasp the categories at a glance,” Changbeom explained. “Communicating this new product system is also part of our marketing efforts. By raising brand awareness, understanding, and trust through marketing, we can ultimately expect to boost product sales and increase revenue.” 

 

Earlier, you mentioned that the lubricants industry is undergoing rapid change. In this era of future mobility, what kind of future is Kixx preparing for? 

Changbeom explains that the changes facing the lubricants market should not necessarily be seen as a crisis. 

“A few years ago, when forecasts predicted that electric vehicles would dominate the market, many lubricant brands felt a sense of crisis. But in hindsight, the rise of EVs did not mean that lubricants would become obsolete,” Changbeom said. “Lubricants aren’t just for internal combustion engines. As we enter a new era with new types of equipment, there will be a need for new types of lubricants as well. 

“What matters going forward is the ability to read changes in the environment and carve out new opportunities. A good example would be Kixx’s immersion cooling fluid launched in 2023, as well as biodegradable lubricants like Kixx BIO, Kixx Chain BIO, and Kixx RD BIO.” 

 

Do you ever feel nervous about these kinds of challenges?  

“Not at all. Marketers, by nature, should be curious about new things, enjoy trying them out, and take pleasure in learning,” said Changbeom. “The same goes for the Kixx brand.” 

He describes Kixx as a brand that boldly enters a wide range of markets, even in areas where people wonder whether lubricants are used. It is a brand that is quick to explore new possibilities and unafraid of failure. 

“Kixx is still a young brand, like someone just starting out in their career, and it holds unlimited potential for future growth.” 

Kixx’s efforts to pioneer new lubricant markets and expand beyond the domestic stage into the global arena are all part of this journey of growth and challenge. Inspired by this spirit, Changbeom also shared his ambition to explore new approaches in marketing that have not been widely tried before. 

“Personally, I think it would be great to try a global offline campaign to increase brand awareness by expanding touchpoints with customers,” Changbeom stated. “It could also be interesting to develop our existing outdoor advertising in a more innovative way. For example, we could tour across major countries with Kixx-branded vehicles, meeting consumers directly and introducing them to the brand and its products.” 

 

Which marketing campaign stands out to you the most? 

“Every advertising and marketing campaign Kixx has done in the past holds meaning, but what stands out most is when a new approach leads to a great result,” said Changbeom after thinking a moment. “One example is the 2023 campaign titled ‘You Are My Lubricant.’ It was a domestic brand campaign that took a different approach by not featuring lubricants directly. Instead, the campaign told a story that compared the relationship between a vehicle and its lubricant to the rapport between people. Quite emotional for a lubricants brand, right? And the response from consumers was very positive.” 

Changbeom also shared that the “The World Without Lubricants” campaign, which was launched in the following year, left a strong impression on him as well. 

“There was also a global brand film titled ‘The World Without Lubricants’ that we created using AI. The campaign illustrated a world where lubricants suddenly disappeared, highlighting just how essential they are,” he commented. “The storyline was bold, and the overall concept was a fresh and exciting challenge. It was also the first AI-generated advertisement of its kind in the industry, which made it even more meaningful. Thanks to this project, I personally learned a lot about AI as well.” 

 

How would you describe Kixx as a brand as someone involved in every aspect from A to Z?  

“A brand full of potential. A brand with a future to look forward to. A brand unafraid to take on challenges.” 

With a slight smile, Changbeom shared his thoughts on Kixx, adding that even as it marks its 20th anniversary, the brand is still growing and evolving. 

“Even at 20 years, Kixx is still in its early to mid stages as a brand. In Korea, we are continuing to explore new areas, and overseas, I believe the brand will strengthen its presence by building on its strong growth potential,” Changbeom noted. “As one of the many people helping to shape that journey, I want to do my part to the fullest.” 

 

Kixx’s new message, “Lubricating the Future,” is more than just a slogan. It is both a declaration of intent and a bold ambition for the brand as it moves toward the future. What makes this leap possible are the employees and partners who, on the ground, reflect on the brand’s direction and bring its vision to life through action. 

This marks the end of the fifth episode of My Kixx Story, but Kixx’s journey is only just beginning. 

Catch up on the previous episodes with the links below. 

My Kixx Story #1: Ji Seon Park 

My Kixx Story #2: Hyun Wook Kim 

My Kixx Story #3: Rae Wook Cho 

My Kixx Story #4: Kwanhee Choi