BP Makes Experience "A Little Better"

BP have put out a fabulous new ad campaign to transform motorists' perception of the gas station experience. Touting the new "A Little Better" tagline, the catchy songs and graphics make us believe that stopping for gas and snacks can actually be enjoyable and put you in a better mood.

Think about it. The mere use of the term "convenience store" has all the unpretty, only-if-I-have-to connotations of "practical shoes" or "oral surgery." We only stop at a gas station when and where we have to--rarely is the corner store a true destination. When I pump gas, I avoid going inside for fear of smelling like a greasy doughnut for the rest of the workday.

BP wants to extricate its brand from the ugly c-store realm, in a sense creating a wholly new category of everyday destination experiences...somewhere among the fast food joints, the restaurants, your office, and the mall. All in all, a very clever approach.

You can view the full ads and characters online at ALittleBetterGasStation.com.

Fresh Projects

In the last few months I've been privileged to work on a print and web copywriting project for Choice Food of America, a manufacturing company in Nashville that caters to the foodservice trade. Trust is king in this business, so the challenge was to convey how the food plant's heritage and the successful track records of the folks in management all translate into a solid service offering--in the midst of the company's recent acquisition.

CFA's corporate site is now up. The graphic design was the work of Asen Marketing of Knoxville.

Welcome to the New Brand Is Language

Here is the new version of the blog I started at monicapowers.blogspot.com. That was then, this is now, on the new Google/Blogger platform.

Thanks for visiting, and I look forward to your feedback.