The Marathon retail brand is launching a new ad campaign and tagline, “Driven Together,” to better reach consumers. The campaign highlights co-pilots, “who make the drive of life worthwhile,” the refiner and marketer said. “Like any great co-pilot, Marathon is there to fuel the drive,” it said.
“Marathon has always embodied an American spirit that consumers can relate to,” said John Rice, Marathon Petroleum Corp.’s manager of advertising and brand management. “In this campaign, Marathon is connecting on those shared values with the consumer.”
The “Driven Together” tagline is relatable to the brand and the products it provides while also eliciting a sense of partnership, the company said. The commercials show vignettes of drivers and their co-pilots experiencing moments on the road and at Marathon stations.
The campaign will launch with national media across both broadcast TV and digital platforms. Advertising spots will air on live sports, cable and streaming platforms. As the Official Fuel of the Big Ten Conference again this year, the Driven Together campaign will be featured during games across multiple markets.
The ad campaign and tagline are the latest in contemporizing the Marathon brand and broadening its appeal to consumers across the country. Late last year, the retail brand debuted a new Endurance image including a retooled logo, bolder modern design and illumination.
The company has also launched its new brand website marathonfuel.com, replacing marathonbrand.com. The rebranded site aligns with the imagery from the new campaign.
In June, the Endurance logo became the inaugural jersey patch sponsor of the Cleveland Guardians (formerly the Cleveland Indians).
In early 2023, the Marathon brand also launched Marathon ARCO Rewards, a new consumer loyalty program. “In the past eight months, the program has seen impressive member growth and activity,” said Steve Solomon, Marathon Petroleum’s director of brand strategy and innovation.
Findlay, Ohio-based Marathon Petroleum is an integrated, downstream energy company that operates the nation’s largest refining system. Its marketing system includes branded locations across the United States, including approximately 6,900 independently owned retail outlets and 1,100 direct-dealer locations under the Marathon brand.
In May 2021, in what is still the biggest deal in the history of the convenience-store sector, Marathon Petroleum completed the $21 billion sale of 3,800 Speedway c-stores in 36 states to 7-Eleven Inc., Irving, Texas.
ARCO is a registered trademark owned by Marathon Petroleum, which uses it at nearly 1,500 locations in the western United States and northern Mexico, including nearly 125 stations throughout Baja California, Baja Sur, Sonora, Sinaloa and Chihuahua.
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