KUALA LUMPUR: Engine oil brand Duckhams has announced its rebranding and repackaging of products in Malaysia and Singapore to align its regional presence with the overall global positioning to atttract younger customers.

It said its distributors and partners have been updated about the shift on July 23.

As a brand, Duckhams has had a long history in Malaysia and Singapore since the 1980s. Having undergone a significant change, Duckhams announced a global rebranding in 2017 with an eye on expanding internationally.

"Duckhams has a legacy of over 100 years. We believe this will make the brand more contemporary and relevant for today's times. The new modernised look will enable the brand to speak to a wider age spectrum of the population from the age of 20 years onwards," said Duckhams global CEO K.R. Venkataraman.

First established in 1899 by British chemist Alexander Duckham, the brand has made a name in lubricants technology.

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