AMOCO'S ULTIMATE SOLUTION

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With the start of summer vacation roadtrips, Amoco Petroleum Products is touting its top-of-the-line Ultimate clear gasoline in the marketer's first broadcast campaign from Leo Burnett USA, Chicago.

The TV and radio blitz broke last week. Six 30-second TV spots are running in 22 markets. Three with the theme "Amoco Cafe" were shot in a diner and run in 11 markets; the others, dubbed "Torch songs and love stories," will run in the remaining markets.

A pair of similar 60-second radio ads are in 44 markets.

The advertising focuses on consumers who really care about their cars and the gasoline they use, said Jerry Conner, exec VP-account director at Burnett.

Ads for Amoco's Silver gasoline brand will break in a few months.

Amoco awarded its estimated $30 million account to Burnett in early March, after Amoco and Campbell-Ewald, Warren, Mich., ended their yearlong relationship, citing "strategic creative differences."

Amoco executives disagreed with research from both Campbell-Ewald and an outside consultant that consumers didn't recognize Amoco's various gasoline brands, according to a Campbell-Ewald executive who asked not to be named.

"They still wanted to do crystal-clear gasoline ads," he said.

Bill Robertson, brand VP at Amoco, wasn't available for comment.

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