Amoco Pushes 'Clear' Benefits With New Spots From DMB&B By Beth Heitzma

CHICAGO - When you have a significant point of difference in a parity category, you push it hard.

That’s what Amoco Oil Co. is doing with its Crystal Clear Amoco Ultimate gasoline. A new TV campaign, created by D’Arcy Masius Benton & Bowles/Chicago, tells the story of Crystal Clear’s environmental and performance benefits against a backdrop of images with blindingly clear visual qualities. The campaign, which also includes radio, breaks this week in 40 markets nationwide. It is the second wave of advertising for the product, introduced last August.
‘We wanted to freshen the campaign, but continue to keep the message in front of consumers,’ said Steve C. Hinkle, Amoco manager/media advertising. ‘We really have something to tell consumers here. Unlike many products that are clear for a marketing reason, with Crystal Clear the benefits are real.’
The clear gasoline is achieved through a refining process that removes polynuclear aromatics, which not only give gasoline color, but also are environmentally destructive. Amoco estimates Crystal Clear reduces hydrocarbon emissions by 13%.
Amoco’s competitors have responded with campaigns promoting improved detergent additives, but not with clear products. Mobil Oil Corp. is touting its Mobile Super Plus Detergent Gasoline as a way to ‘help keep the very heart of your engine cleaner.’ Shell Oil Co. has a clean-engine campaign for its renamed ‘Formula Shell’.
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