Citgo’s promise. Methinks they protest too much.
Okay, I understand that in the world of gasoline sales, that there really aren’t a lot of points of differentiation. Location. Cost. For those who pay attention to that type of thing, how eco-conscious your parent company is. Other than that, it’s gas – it’s not like there’s a lot of variation.
Which is why Citgo’s latest marketing makes me wonder WTFWTT?
If you have to tell me your gas is good, I'm probably going to think you're full of it.
Citgo has always been known for usually being a few cents less than what I guess you’d call the larger brands, like Mobil, BP, Shell.
And back in the early 90s, I remember people suggesting their gas had additives that caused problems for vehicles. But that was 20 years ago, was refuted 20 years ago, has not been really talked about for 20 years.
Which makes their current campaign so counterproductive.
Their copy might as well have been, “Remember how people made fun of us before? Oh, you don’t? Well, okay… well, there were problems back then, issues with the quality of our product. But, but, but we’ve fixed EVERYTHING. No really! Our gas is good. We promise, cross our hearts and hope to die.”
Seriously. WTFWYT?!
