ARCO Introduces Hanna, Launches "Go with Value" Integrated Marketing Campaign

April 4, 2017

by
ARCO

LONG BEACH, CA — April 4, 2017 — ARCO®, a Tesoro brand, today announced the launch of an integrated multichannel marketing campaign for ARCO featuring Hanna, an iconic dashboard hula girl. Serving as a brand ambassador, Hanna demonstrates how ARCO value — high-quality gas at a good price — allows her to travel to new places and experience new adventures. She goes camping, to the Fun Zone, to a baseball game and to Hollywood, all thanks to ARCO value.

The objective of the campaign, developed by Santa Monica-based advertising agency RPA, is to fortify ARCO's position as a high-value gasoline brand. Consumer research reveals that while the price of gasoline is critically important, drivers also demand a quality product. The ARCO brand delivers just that: quality TOP TIER® gas for less.

"ARCO's unique value proposition allows consumers to fill up with quality TOP TIER® gas for less," said Rob Bezner, Senior Director, Brand Management at Tesoro. "Value is created at the intersection of quality and price, and our new campaign line 'Go with Value' was developed to drive the message home.

The multilingual campaign began airing March 27 with four 30-second TV spots and three radio spots running in English and Spanish in Los Angeles, San Diego and Las Vegas. Multichannel content including out-of-home, pre-roll, digital media and point-of-purchase will be showcased throughout ARCO's Southwest footprint of Southern California, Arizona and Nevada.

About ARCO® ARCO is a trademark owned by Tesoro. ARCO gasoline stations offer quality TOP TIER® gas at a competitive price and are located in five western states, including Arizona, California, Nevada, Oregon and Washington.

About Tesoro Tesoro Corporation, a Fortune 100 company, is an independent refiner and marketer of petroleum products. Tesoro, through its subsidiaries, operates seven refineries in the western United States with a combined capacity of over 895,000 barrels per day and ownership in a logistics business, which includes interest in Tesoro Logistics LP (NYSE: TLLP) and ownership of its general partner. Tesoro's retail-marketing system includes over 2,400 retail stations under the ARCO®, Shell®, Exxon®, Mobil®, USA Gasoline(TM), Rebel(TM) and Tesoro® brands.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to create ideas and experiences that put "People First," within a culture that empowers individuals and teams. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy and Southwest Airlines. For more information, visit http://www.rpa.com.