BRAND STRATEGY| BRAND VOICE | WORKSHOP FACILITATION | TAGLINES

Sta-bil

As the leader in #1 selling fuel stabilizer, Sta-bil sought a refreshed brand foundation to ensure they protected their position with a brand that reflects what their consumers care about. Leveraging their unique history as a brand and consumers insights, I led Kaleidoscope’s overhaul of the brand’s core narrative, cross-category positioning and overall tone of voice.

Ensuring the work didn’t lose momentum required a hands-on approach. Working closely with their team, I ran a series of on-site workshops at their offices for all relevant marketing personnel to continue bringing the core concepts to life, which they did in a series of campaigns including the TV spot below, featuring the tagline Ready. Willing. Sta-bil.