"We've worked together for 22 years. I think that says it all."
Faisal Ouahid
Head of marketing
Shell Sweden is operated by St1 Sverige AB, and part of the global energy company Shell, offering fuels and service solutions through a network of 190 stations nationwide.
Nosy has partnered with Shell since 2001. In 2020, Shell tasked us with evolving the existing communications concept Love the Car to better align with shifting attitudes and behaviors. The objective was clear: strengthen brand preference among a low-loyalty target group. In light of the ongoing climate debate, the emotional hook Love the Car was losing relevance.
We reframed the core question: is it the car people love — or the freedom it enables? What began as a tactical brief became a strategic repositioning. We moved from a fixed concept to one with broader relevance and emotional reach.
Through the new concept Loving Life on the Go, introduced via a series of films, we demonstrated how Shell — as a station and convenience hub — integrates seamlessly into life on the road. The brand was positioned as a natural part of all kinds of journeys, engaging a broader audience and strengthening both brand relevance and emotional connection.
The double meaning of Loving Life on the Go proved to be a valuable asset — both creatively and strategically. Today, Shell Sweden is seen as a natural pitstop for people on the move: a place to refuel not just their cars, but themselves.
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