Canadian Petroleum Products Institute (CPPI) was preparing to demonstrate a broader and more relevant value to Canadians as the Canadian Fuels Association. Our team was brought on to help develop a energy branding strategy and roll out the communications materials.
Acart positioned Canadian Fuels as an organization that’s not just product-oriented, but rather, people-oriented. Fuel in itself is not something people necessarily care about – what they do care about is getting where they need to go. The creative was based on the underlying idea that the Canadian Fuels Association plays an important role in keeping Canada “moving”.
With a people-oriented strategy and supporting materials, our team created an energy brand that resonates well with Canadians.