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...