Shell In-Store Promotions
Client: Shell, PLC
Role: Creative Direction, Graphic Design
Introduction of Brand
Shell is the second-largest energy corporation and the fifth-largest organization in the world. Although the corporation sells more than fuel, a large portion of their brand includes a range of high-quality products made to help reduce maintenance costs and extend the life of a vehicle. Designed by technological experts, Shell’s products create substantial savings for individuals and businesses by helping to increase component efficiency, prolong equipment life and significantly reduce vehicle downtime. Key product lines include:
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Shell Rotella T heavy duty engine oil
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Quaker State and Q full synthetic motor Oil
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Black Magic car wax
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Gumout fuel system cleaner
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Fix-A-Flat emergency flat tire repair
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Rain-X wiper blades and water repellent
Promotional counter card with tear-off entry form, available in English and Spanish.
Promotional sweepstakes shelf talker with tear-off entry form.
The Challenge
Shell's line of lubricants are sold in a variety of automotive retail shops including AutoZone and Pep Boys. Throughout the year, the brands run retail promotions to increase brand awareness, perception, and ultimately sales. While the brands' target audience is primarily based on vehicle ownership and maintenance, they aim to strengthen their relationship with the younger portion of their demographic to ensure longevity of the brands. The creative challenge was creating promotional campaigns intriguing enough to garner enough of the consumers’ attention to entice them into buying the product—while staying within budget and maintaining brand standards. Furthermore, the products are available in English- and Spanish-speaking markets. Therefore, the development of the promotional campaigns must be sensitive to both cultures and be produced in both languages.
Promotional counter card with tear-off displayed in various automotive parts retailers.
The Promotions
Designing promotions for such highly public facing products was not a quick and simple task. Several brainstorming sessions and multiple creative concepts later, we had developed a set of promotional campaigns. The designs focused on the promotion offer, while also supporting the brands’ personality traits—durability, high performance, and quality. I partnered with the agency’s account manager, as well as a translator, to visually tie the message to the product and its offer effectively in both languages. Additionally, I worked closely with Shell's brand managers to ensure the designs strengthened the brands while staying within brand standards. Afterwards, I led the production artist to roll out the design to a full line point of sale materials, including case cards, shelf talkers, and sweepstakes entry form for each retailer.
Promotional sweepstakes counter card with tear-off entry form.
Skill Set
Skill sets employed throughout the various Shell promotional campaigns include graphic design, creative direction, and print production management. Technical programs used to build the creative are all Adobe Creative Cloud products, InDesign, Illustrator, and Photoshop.
Promotional counter card with tear-off entry form.
Fix-a-Flat FSI advertisement with promotional coupon.
Promotional sweepstakes shelf talker with tear-off entry form.