Burnt Rubbér

Sunoco is a 125-year-old premium fuel brand. They own gas stations. More than 5,000 of them in 26 states and commonwealths across our great nation, in fact. They’re also the Official Fuel of NASCAR, IndyCar, and the National Hot Rod Association, pretty much making them the Official Fuel of Racing.

They came to us looking for a way to celebrate their connection to (and passion for) racing, while also straying from the fire-powered, adrenaline-laced, Nickelback-soundtracked marketing traditionally associated with motorsports. So we went ahead and created a friggin’ cologne. (To clarify: Yes, we worked with a perfumer to develop an actual fragrance that had top notes of gasoline. Then, we executed an entire creative campaign promoting the new scent.)