Tesoro Debuts Targeted, Multichannel ARCO Ad Campaign to Communicate 'ARCO Has TOP TIER® Gas for Less.'

September 2, 2014

by
RPA

Santa Monica, CA, Sept. 2, 2014 — Tesoro, a leading U.S. refiner and marketer of petroleum products and owner of the ARCO brand, recently launched an integrated campaign to build awareness around ARCO's newly acquired TOP TIER® designation. "TOP TIER®" means that ARCO gas exceeds the Environmental Protection Agency's (EPA) minimum detergent requirements to help clean critical engine parts.

The objective of the campaign, developed by ad agency RPA, which recently retained the ARCO account, is to strengthen ARCO brand perceptions among General Market and Hispanic consumers who demand both value and quality. Consumer research insights revealed that the ARCO target views their vehicles as their lifeblood and many share a special connection with their vehicles, almost as if it were a member of the family. These insights provided the groundwork for the new ARCO campaign platform: "Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less."

"For many years, ARCO has built an undeniable reputation for value. We know that our customers also have high expectations for gasoline quality," said Rob Bezner, Director, Brand Management, Tesoro Refining & Marketing Company LLC. "Motorists seek high-quality gas at an affordable price. This campaign communicates that the ARCO brand delivers exactly what they are looking for."

The campaign began in July with one 30-second TV spot and outdoor, followed by two more 30-second spots and 15-second cut-downs; four radio spots; out-of-home in seven southwest cities; online pre-roll and display; point-of-purchase materials; a revamped ARCO.com home page and sponsorship activations with select southern California Major League Baseball teams. It concentrates on Tesoro's southwest ARCO footprint, which includes Southern California, Arizona and Nevada.

"We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category," said Tom Kirk, EVP, Management Account Director at RPA. "The agency's goal is to further support ARCO's brand positioning, and this new work focuses on ARCO's holistic value proposition around product quality and affordability."

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, digital and event marketing. RPA's client list includes American Honda, ARCO, Delano Las Vegas, Intuit Small Business, La-Z-Boy, Farmers Insurance Group, Mandalay Bay Resort and Casino and pivot TV. For more information, visit http://www.rpa.com.