Driving Loyalty

Client objective:
ExxonMobil® wanted to develop increased sales in the hot dispensed beverage category, while creating excitement with consumers and store associates.

Brand & initiative:
ExxonMobil knew people on the run needed something more than gasoline to keep them coming back, so they asked BDA to develop a solution to help them compete with local coffee shops in the hot beverage category.

Strategic solution:
Create a coffee refill club program in the hot dispensed beverage category and provide special perks to members.

Design & development:
The ExxonMobil Coffee Perks program had to compete visually first, so BDA created a custom brand mark.  This was designed so that ExxonMobil could compete even with higher-end coffee retailers. Next, we developed a strategic communication mechanism (a countertop display) to grab the eye at the store counter. The brand mark was then applied to membership cards in a hologram sticker form for use on mugs, and on a key chain to easily identify the person holding it as a club member.

Action & results:
BDA set up its own coffee club, consisting of, associates with retail, creative, brand and distribution backgrounds to brew up the hottest promotion to date for ExxonMobil convenience stores.
The BDA Coffee Club:

• Retail promotions – brought knowledge and understanding of the retail environment.
• Creative services/Product ideation/Product design –created a brand mark that moved members to loyalty with ExxonMobil and the coffee club.
• Kitting/fulfillment –assembled and kitted countertop displays, member cards, mugs and key chain accessories.
• Distribution – handled nationwide Coffee Perks Club materials distribution.

 
Brand results:
ExxonMobil realized better-than-expected sales increase, industry buzz and customer loyalty.