Campaign details

Brand: Shell Select
Brand owner: Shell Malaysia Trading Sdn Bhd
Lead agency: Ensemble Worldwide
Country: Malaysia
Industries: Convenience retail
Media channels: Packaging & design, Point-of-purchase, in-store, Public relations
Budget: 0k

Executive summary

Shell customers largely pump and go. To improve traffic in-store to Shell Select, we took a commodity item, water, and made it something of value through our in-house brand Select water2go.

In collaboration with renowned Malaysian comic artist Boey, we turned our bottle labels into six unique limited-edition time capsules to evoke nostalgia inspired by 125 years of Shell in Malaysia. These Boey water2go bottles increased incremental revenue for Shell Select by 25% and profit by 30% during its campaign period.

Market background and cultural context