High Gas Prices Are Bad News for Everyone, but Also an Opportunity for Marketers

Brands turn troubling events into timely marketing

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A couple weeks back, Krispy Kreme CMO Dave Skena’s marketing team was sitting around waiting for their regular strategy meeting to start. Amid the banter, someone began grousing about the rising cost of gas. With the average price per gallon hovering a little above $4—but much higher in some states—that complaint has become a common one.

Consider this: The most popular vehicle in America right now is the Ford F-series pickup, which has a 26-gallon tank.



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This story first appeared in the May 9, 2022, issue of Adweek magazine. Click here to subscribe.