• by Karl Greenberg , July 1, 2015

Nothing hurts a gasoline brand like the perception among consumers that gasoline is a commodity — and all brands are pretty much like a menu at a Greek restaurant: interchangeable.

And most people don't know, for instance, that since 1995 the EPA ruled that refiners had to have a minimum of additives designed to prevent deposit buildup in engines and therefore reduce emissions and raise efficiency.

Refiner and fuels marketer Tesoro would like to differ on the indifference, and is making the fact that its ARCO brand gasoline goes way beyond the EPA standards; that they are, in fact, top tier. A bit more history: In around 2004, BMW, GM, Honda, Toyota, Volkswagen and some others, deeming the EPA's rules inadequate do to advances in engine technology, created a more stringent standard, "top tier." Top tier gasoline, in addition to having more anti-deposit additives, can't have metallics and has to be available at all of a marketer's stations. It has its own logo as well (which is owned by GM.)   

To tell this story, Tesoro is launching a new campaign for ARCO, via Los Angeles-based RPA. Evolving the brand's “Your Car Puts Up With a Lot” message, the new ads talk about how ARCO fuel keeps your engine clean; how the brand's fuels fight engine deposits; and how they consequently enhance engine-performance. 

Rob Bezner, director of brand management at Tesoro Refining and Marketing said in a statement that the effort continues a consistent message from the brand. “Since last year’s campaign, we’ve seen a significant growth in ARCO’s association with 'High Quality' and 'Top Tier,' and we wanted to further expand on why [the latter] is good for your car.” 

The effort comprises three humorous 30-second TV spots, including one in Spanish, as well as out-of-home placements, radio and digital -- all with Spanish-language executions. In the ads, consumers filling up at an ARCO pump read about one of three benefits of the fuel on banners above the pumps. Wondering what that’s all about, they drift off into humorous scenarios that are metaphors of the fuel’s benefits: a locker room scene, ninja fight and robot interaction.

Out-of-home placements are concentrated in southern California, Arizona and Nevada, and digital media includes programmatic video, mobile display on GasBuddy and Waze, paid search and social amplification, per the company.