Shell Optimax - Reintroducing branding to a commodity market

Launch campaign (2001) for new premium-priced petrol brand, Shell Optimax, in UK, into a largely commoditised market.
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...

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