Sunoco Fuels has chosen Minneapolis independent Solve as its agency of record across brand strategy, creative, media planning and buying, digital and social media following a review.
Solve will also lead consumer research and ongoing success measurement for Sunoco—the world’s largest manufacturer and marketer of racing fuels—and its APlus convenient stores. The brand is the official fuel of Nascar, NHRA (National Hot Rod Association) and 50 other U.S. racing series.
“Solve impressed us with their thinking, creativity and ego-less culture,” Fred McConnell, Sunoco Fuels director of marketing, said in a statement. “With a strong brand and new leadership, our business is poised for aggressive growth. Solve is just the right partner to help take us to the next level.”
Creative duties were previously handled by Allen & Gerritsen and media by MayoSeitz Media, according to a person close to the review.
Sunoco Fuels and Solve expect to debut their first new brand work together sometime this spring.
“We’re excited to partner with Sunoco,” Solve CEO John Colasanti said in a statement. “The brand is an American icon with a rich history and instantly recognizable logo. We look forward to helping steer a new generation of drivers to Sunoco gas stations and furthering this great brand.”
Dallas-based Sunoco Fuels is sold at about 5,000 Sunoco-branded retail locations in 30 eastern and southern states.
According to Kantar Media, Sunoco spent $5.7 million on measured media in the U.S. in 2017 and $5.2 million during the first half of last year.