SUNOCO

MARKETING & COMMUNICATIONS
 
Giving Ultra 94
a Jump Start
 
HIGH-PERFORMANCE BRANDING

The only super premium gasoline offered in Ontario, Sunoco's Ultra94 had achieved relative success as a niche-market commodity. But the company knew the product had the potential to go the distance and wanted to turn it into a competitive premium offer. So they engaged us to re-energize Ultra94's image with new and improved branding, and create a communications campaign that would make consumers pull in for a second look.

 
DRIVING SALES

Our first step was to decide on a route. For many Canadian car lovers, warm weather and clear roads mark the time when seasonal vehicles emerge from their winter hibernation. Perennial was quick to take advantage of this, repositioning Ultra94 as the "Official Fuel of Summer" - the ideal choice for people who love the driving experience and seek the best performance from their vehicles. We created succinct on-pad communications that portrayed the joy of driving and quickly conveyed the key product benefits: higher performance and lower emissions. A promotional campaign and new loyalty program further enticed consumers and gave sales a serious boost.

  • Sunoco Marketing & Communications
  • Sunoco Marketing & Communications
  • Sunoco Marketing & Communications
  • Sunoco Marketing & Communications
  • Sunoco Marketing & Communications
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