isobel

London

JET - A complete brand relaunch

SUMMARY

A case study outlining how a strong and differentiating brand strategy was defined for JET, and how this was brought to life creatively across all touchpoints, across both B2B and B2C. 

THE CHALLENGE

JET has been around since the 1950s but there had been little investment in the retail network or the brand in recent decades. Consequently, the JET estate had become tired and the brand had fallen off the radar for both potential dealers and consumers.  

So, 3 years ago, we started on a journey with Phillips 66 Limited to relaunch their JET brand and business in the UK.

OUR APPROACH

To kick off we hosted an isobel Collisions day with over 25 stakeholders from across the business, including frontline account managers. 

We gained incredibly valuable insights about the business and the brand, helping us to understand it’s history, its culture, it’s ambition and its competitive advantage. It gave us the springboard for our strategy.

Our defined mission for JET was to champion the interests of UK drivers.  The big fuel companies appear to have little interest in helping the driver. Rather they seem more intent on providing mini supermarkets for large scale grocery shopping: a source of much frustration for customers who are just trying to pay for their fuel.

Our enemy, to kick against, was the faceless corporates.  The big fuel companies have no humanity about them. Their communication is corporate, corporate, corporate. 

This led to our brand idea of The smarter choice for drivers.  JET has always championed the driver. JET’s founder set out to offer only what was required by the customer and nothing more, so people can get in and out of stations quickly; essential items for the journey, from snacks to air for the tyres. 

STAND OUT COMMUNICATIONS

Across the last 3 years we have brought to life the the smarter choice proposition across a diverse range of touchpoints.  

We have redesigned the JET brand identity, including a new logo design, brand colours, messaging icons, social content design and staff uniforms. 

We have helped JET design and launch a new website, redesign their forecourts, and launch new products, such as JET ULTRA Premium Fuel.

We have created comms campaigns for both existing dealers and prospects. We have created welcome packs, prospecting brochures, trade advertising and social campaigns.  

And last year we launched our first television campaign with our ‘Keep on Moving’ commercial, aimed at raising awareness amongst dealers and consumers alike. 

THE RESULTS

Key stakeholders are motivated and inspired by the work we have done.  Research shows dealers are now significantly more engaged than ever before with the business and JET is fast becoming the go-to company for industry comment. The TV campaign has had pages of positive comment in the press and it is the most successful campaign SKY Adsmart have ever seen on their tracking study. People are rethinking JET and revisiting a largely forgotten brand. 


Share


JET - A complete brand relaunch

A case study outlining how a strong and differentiating brand strategy was defined for JET, and how this was brought to life creatively across all touchpoints, across both B2B and B2C.

Business Objectives

Disciplines

Sector

Feel free to get in touch

We'd love to chat

isobel

02072910969 jamie@isobel.com