LUKOIL, Russia’s leading premium fuel brand, relaunched EKTO+, an upgraded fuel that delivers better fuel efficiency, stronger engine wear protection, and increased engine power. The More Pluses, More Efficiency campaign spoke to drivers who always want more from every kilometer. My contribution was to define the business and communication challenge (premium price vs. low perceived differentiation), design and interpret research to isolate the most credible benefit claims; build the messaging framework around these claims, and find the right positioning for the fuel.