By Glen Fest
DALLAS–Coastal Corp. of Houston has introduced a new series of television and radio commercials from local shop Stan & Lou which seeks to boost the retail brand image of the client’s gasoline.
The two 30-second commercials and four 60-second radio spots, besides boosting awareness of Coastal’s premium grade fuels, also reunite Lou Congelio with Stan Mays, the Stan & Lou partnership that ended last year when Mays became Coastal’s director of advertising.
‘We worked hand in hand with this campaign,’ said Congelio, now the agency’s sole owner and executive creative director. ‘It’s the first time we’ve worked together (since Mays left)’ but continues the eight-year relationship the team had with Coastal.
The new campaign follows up last year’s promotion of Coastal Mart’s convenience stores, which had a major upgrade with improved appearance, lighting and cleanliness. Coastal officials and Congelio said the company wanted to convey the same strong image about the quality of its gasoline products, which gets lost in the retail stores’ message.
‘We want to make sure (customers) know that we’re not just a convenience store chain that sells gas, but a refiner of quality gasoline that also operates convenience stores,’ said Dan J. Hill, senior vice president of marketing for Coastal Corp.
Billings for the broadcast campaign were undisclosed.
Each of the TV spots opens with a thundering herd of wild horses, before a voiceover touts the performance of Coastal’s petroleum products, particularly Running Clean 93 octane gas. The radio executions follow in the same vein, with the sounds of running horses underlying the narration.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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