Mobil Unveils "Take Wing" Communication Campaign

Strategic Insights -

The Mobil Corporation has launched a new advertising campaign called "Take Wing," which aims to showcase the company's products as empowering customers to live more productively. The campaign, which breaks from traditional product-focused advertising, combines Mobil's Pegasus icon with R. Kelly's hit song "I Believe I Can Fly." The goal is to evoke emotions of empowerment and achievement in the American public, highlighting how Mobil's products provide freedom and energy to do the things customers want to do.

Key Takeaways:

  • The "Take Wing" campaign is a new communication effort by Mobil Corporation, aiming to showcase the company's products as empowering customers to live more productively.
  • The campaign combines Mobil's Pegasus icon with R. Kelly's hit song "I Believe I Can Fly" to evoke emotions of empowerment and achievement.
  • The campaign focuses on Mobil's products, including quality fuels and lubricants, Mobil Speedpass, and On The Run convenience stores, which provide the freedom and energy to do things customers want to do.
  • The campaign is a follow-up to Mobil's "Mobil, The Energy To Make A Difference" initiative, which emphasizes the company's commitment to providing energy to make a difference in customers' lives.
  • The Take Wing campaign includes a series of 30-second television spots and a parallel radio campaign, targeting major markets where Mobil's retailing locations are concentrated.
  • The campaign is being conducted by Mobil's advertising agencies, including DDB Needham, Arnold Communications, Ornelas & Associates, and Burrell Communications.

Statistics:

  • 125 countries: Mobil operates in more than 125 countries.
  • 28 states: Mobil markets fuels in 28 states and the District of Columbia through more than 7,700 branded stations.
  • 7,700 branded stations: Mobil operates more than 7,700 branded stations in the United States, where it markets fuels.
  • 1911: The earliest gasoline pumps with the Pegasus icon have been in use since 1911.
  • 1934: The name "Mobil" was trademarked by the company in 1934, derived from its existing products Mobiloil(R) and Mobilgas(R).

Sources:

  • Mobil Corporation, "Mobil Unveils 'Take Wing,' a New Communication Campaign," Business Wire, May 12, 1998.
  • Mobil Corporation, Press Release, "Mobil, The Energy To Make A Difference," 1998.
  • Mobil Corporation, Company records, "Mobil History," 1998.