Sunoco’s Burnt Rubber Cologne – First-Rate Social Media Effort!!

5 out of 5 stars
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Image from Uncrate

The scent wizards at Sunoco, who also happen to be my good friends, have come up with this exceptional promo. The execution is first-rate and it’s getting them tons of media coverage from GQ, Sports Illustrated, Elle, Uncrate and more.

Distribution is very limited and very VIP.  I got mine this week and the whole presentation just blew me away. It comes in a gorgeous matte black box with black and white racing check wrapping paper and – this was my favorite touch – instead of packing peanuts, they’re using shredded tires (Burnt Rubber – get it?). The attention to detail is extraordinary. Sunoco’s creative agency for this project was Allen & Gerritsen out of Philadelphia. I predict this will go down as a best-in-class example of social media marketing.  Big congrats to the marketing team at Sunoco!!!

More pics of the VIP package below as well as links to the TV spots and media coverage.

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Gorgeous matte black VIP packaging

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This was one of the highlights for me….black and white checkered wrap and the Discover The Essence of Racing Seal

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Burnt rubber tires for packing materials

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Burnt Rubber Cologne

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Cool packaging

Links to the (3) TV spots on YouTube (directed by Laurence Dunmore):
Jimmie Johnson: https://www.youtube.com/watch?v=vzGN1ywJ5is
Courtney Force: https://www.youtube.com/watch?v=V2GSTkhxAeY
Graham Rahal: https://www.youtube.com/watch?v=w-5mD7usQbo

Links to recent articles:
GQ: http://www.gq.com/style/blogs/the-gq-eye/2015/05/burnt-rubber-cologne-sunoco.html
Elle: http://www.elle.com/beauty/reviews/a28586/this-is-what-nascar-smells-like/
Uncrate: http://uncrate.com/stuff/sunoco-burnt-rubber-cologne/
Bustle: http://www.bustle.com/articles/85725-sunoco-launches-gasoline-scented-fragrance-called-burnt-rubber-something-you-never-knew-you-needed
Sports Illustrated: http://www.si.com/extra-mustard/2015/05/26/jimmy-johnson-courtney-force-sunoco-burnt-rubber-fragrance

Check Sunoco out on Facebook and Twitter for fan reaction: @sunocoracing
Website: www.essenceofracing.com

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