Shell Launches New Helix Lubricant Packaging with Ferrari-Inspired Design

Shell Introduces New Packaging Range for Helix Packaging

June 3, 2025

A United Kingdom-based energy and gas refining company, Shell, introduced a new packaging design for its Shell Helix lubricant range, commending its commitment towards innovation. The new launch highlights their new global campaign, called ‘Unleash the Power Within,’ which also features Ferrari HP drivers Lewis Hamilton and Charles Leclerc. The initiatives come after their 75-year partnership with Scuderia Ferrari HP.

The new packaging innovation combines enhanced functionality, modern design, sleek performance, aiming to improve shelf impact and simplify product navigation, offering convenience for consumers. These labels are designed in a way that allows consumers to read the labels that include the specifications and benefits of the products. Shell’s new design is a strong association with OEMs that is helping the brand deliver more premium quality performance.

Vanessa Baag from VP Global Lubricants Marketing said, “This milestone is a powerful testament to Shell’s relentless innovation and the trust we’ve earned from partners and customers around the world.” He further added that their new Helix packaging is a bold and modern evolution, which is designed with a focus on customers. He concluded by saying, “Today, we celebrate not just the power of our product, but the power within every drive, every engine, and every journey.

The partnership between Shell and Scuderia Ferrari has endured for many decades, making it the preferred choice on both track and road. This collaboration aims to push the boundaries in their quest for ultimate engine power and durability. Over the past 13 years, the partnership has successfully engaged around 100 key opinion leaders and customers, facilitating business growth. The company looks forward to launching this campaign across key marketplaces after the summer of 2025.