Esso campaign wins biggest prize in global advertising

The media action entitled “Flannel,” promoting the Esso brand and produced by brazilian agency Lew’Lara, has won an award at the Media Lions competition, at Cannes, the world’s biggest advertising festival.

Launched at the beginning of 2009, the initiative involved the distribution of flannels, covering “Jornal Destak”, a newspaper which is handed out free of charge. The piece confirmed Cosan’s participation in Stock Car racing, as the exclusive, official supplier to all the cars in the competition.

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Ethanol is Esso. Guaranteed Power!

Cosan Combustíveis e Lubrificantes underscores the quality of its ethanol with a marketing campaign that is running in 16 of Brazil’s State capitals. Created by Lew‘Lara\TBWA, the campaign uses the slogan "Ethanol is Esso. Guaranteed Power" and aims to present the quality of the fuel to consumers and advise them about the change in nomenclature from alcohol to ethanol at Esso pumps.

This investment in communication about ethanol underscores the product’s quality allied to its power. Ethanol is the most powerful fuel on the market, producing better performance in automobiles. To round it off, those interested will also be able to go to a hotsite (www.potenciagarantida.com.br), which will provide information on the quality of the fuel, its power, benefits, and more.