Caltex Rest Room Retro Board

The Caltex White Rabbit restrooms were introduced in South Africa during the 1970s as part of a marketing campaign by Caltex to differentiate its service stations.
At the time, long-distance travel often meant poor roadside facilities, and many travelers had to resort to stopping in the open.
Caltex saw an opportunity to create a premium experience by offering clean, tiled bathrooms with fresh soap and cool water, which was considered a luxury compared to the alternatives.
 
The “White Rabbit” branding came from a popular advertising campaign that portrayed these restrooms as an oasis on hot, dusty roads.
The ads emphasized comfort and cleanliness, promising travelers a refreshing stop during their journey.
This innovation was well-received because it addressed a real pain point for motorists in an era when air conditioning in cars was rare and roadside amenities were minimal.
Over time, these restrooms became a symbol of quality service and modern convenience on South African highways