Agency: J Walter Thompson | Authors: Sameer Modha and Donald Kerr |
Shell Optimax
Reintroducing branding to a commodity market
Introduction
By the end of the 1990s, petrol had become like milk, bread or eggs. A commodity. Something you bought before it ran out, ideally as part of your regular shop. Generally you tried to buy it cheap, but if you were running low you would nip into the nearest place to top up, and pay whatever price you had to. There was no point in paying more because they were all the same.
Eight months ago Shell launched...