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XTREME DIESEL: IT’S TRUCKING PERFECT
PROJECT TYPE
Out of Home Marketing
DATE
2022
ROLE
- Crafted campaign messaging and visual concept emphasizing “unfreezable reliability.”
- Oversaw design of OOH placements—pump toppers, billboard graphics, and in-store displays.
- Collaborated with agencies and internal teams to deploy creative assets across regional sites.
STRATEGY & EXECUTION
We focused on high-traffic routes frequented by trucking traffic, using durable visuals and straightforward messaging: “Unfreezable. Reliable. Xtreme Diesel.” This messaging was paired with large-format OOH ads at pump stations and road-facing sites. The campaign was rolled out in late 2021 across the Midwest where diesel dependency and winter weather align.
RESULTS
- Boosted fuel relevance: Supported sustained sales growth in a category where Kum & Go reported $2.6 billion in total revenue in 2021.
- Enhanced fuel portfolio position: Xtreme Diesel became one of Kum & Go's three flagship fuel offerings, increasing brand visibility among professional drivers and rural communities.
- Stronger brand recall: Post-campaign surveys showed improved fuel brand awareness and association with reliability—suggesting qualitative gains in engagement.
TAKEAWAYS
Positioning a commodity fuel as a solution-driven product required strategic messaging and tactical placement. By highlighting performance and dependability where truckers travel most, we turned Xtreme Diesel from just another pump option into a trusted winter fuel alternative.
Kum & Go launched Xtreme Diesel, a diesel fuel formulated to resist freezing, targeting truck drivers and diesel users in cold climates. The goal? Elevate awareness and drive sales through a bold, eye-catching out-of-home (OOH) campaign visible to people on the move.
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