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Challenge
One of our favorite campaigns for Conoco was the introduction of a line of new “hydroprocessed” base oils that are all crystal clear and completely odorless. Base oils, or “stocks,” are used in making other petroleum products, including motor oils. |
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Contributions
It was our privilege to name the product family and participate in all facets of its introduction. “Pure Performance® Base Oils” were brought to market with a one-year teaser campaign and two years of distinctive trade advertising and tradeshow support. Introductory sales and business materials—from business cards to specification sheets—were all printed on clear acetate, making this product the talk of the industry at the time of its introduction. Thereafter, advertising and collateral materials “clearly” positioned these products apart from others in the competitive arena. |
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Summing Up
In one form or fashion the people of Edge Creative Strategies were involved in marketing for Conoco for more than 15 years. Work included consumer gasoline and motor oil advertising in all major media, point-of-sale merchandising and everything from credit cards to jobber manuals. In addition, a significant volume of business-to-business marketing was undertaken, with special emphasis on lubricant products. Our award-winning “The Difference Is Perfectly Clear” campaign was among our most successful and most distinctive efforts. |
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