Shell Optimax: Reintroducing branding to a commodity market

UK launch for a new premium-priced petrol brand, Shell Optimax. Objective: Optimax to account for 10% of Shell petrol sales by the end of 2001. Media: TV, radio, promotions, PR, retailer training - an integrated campaign. Evaluation: sales targets were exceeded. Optimax broke even after 8 months (the target had been 15 months). The campaign successfully built the brand and broke away from 'commoditisation'.