Who says you can’t use energy marketing to tell a great story? Not Alon USA. As the company behind FINA petroleum products and operator of numerous FINA (now Alon) and 7-Eleven convenience stores, Alon had a big footprint, but little brand awareness of its own.
It also had a unique corporate responsibility story to tell, one that would be the envy of anyone in the energy marketing field. Alon was dedicated to operating the safest, most efficient refineries anywhere, and to developing products that were both innovative and environmentally sound.
So the energy marketing team at Krause developed a strategy that put negative industry perceptions front and center. The campaigned boldly declared that the creator of a problem can also create its solution. Sure, this approach might’ve scared off other petroleum companies. And that’s exactly what Alon loved about it. They weren’t interested in simply paying lip service to the role the energy sector has played in creating some of our biggest societal challenges. They were determined to be a leader in solving them.
The campaign helped position Alon as a true leader in corporate responsibility, with a story and a mission unlike any other in the industry.