Esso - We drive better this way

This project focuses on the Esso brand campaign within Germany (We drive better this way). Launched in April 2025, the stance from the Esso brand within Germany is to convey the reliability the brand is known for those shorter journeys. Building on brand position that was established from 2022 onwards, (arrive more relaxed) the campaign continues to build on the Esso brand being their for people when they need them to fill up. Simultaneously, moving the brand positioning forward towards encouraging people to drive less. This is communicated by providing the audience with fuel saving tips that the brand have included on the esso.de website.