RPA Repositions Arco Brand

After a yearlong hiatus, Arco returns to the airwaves this week with a new campaign from Rubin Postaer & Associates.

The move signals an apparent commitment from Arco’s parent company BP, which acquired the service-station chain last year.

“After BP bought Arco, they evaluated the product, the fu ture of the brand and how much support they wanted to give it,” said Tom Kirk, group account director at RPA in Santa Monica, Calif. “This is a good sign of support for the future of the Arco brand.”

Ads shun Arco’s previous tag, “No better gas, no better deal,” since most customers recognize Arco as a “value brand,” said Kris Kaligian, manager of advertising and sales promotion for the Los Angeles-based client.

“We’ve refreshed the brand positioning and taken a look at how to leverage its strengths and value position in marketing,” Kaligian said.