Green Plus & Akron | Helping Mexico Go Green
In 2013, the largest additive and lubricant supplier in Mexico (Akron) added an environmental product to their selection of additives in Mexico. The product (known as Green Road) was a rebranded version of Green Plus, to be offered exclusively to the Mexican market. To support the release of Green Road, Akron launched a nationwide marketing program, which included direct sales and education at gas stations, television, digital and print ads, and a massive trade show and convention presence. The product was a hit, flying off the shelves of major national retailers. Akron experienced a 16% increase in sales by adding a green product to their lineup of additives. The success of Green Road led to a five year extension of Biofriendly and Akron’s commitment to the environment in Mexico. With that commitment came an expansion of the green campaign in Mexico as Akron opened the first of its 600 planned gas stations over the next 5 years.
To support this campaign, Akron sponsored Mexico’s most famous professional soccer club, Chivas. This relationship allowed for a highly effective launch of the gas station program. Akron’s self-branded gas stations generate an average of 15% more revenue than their competitors. This information along with the ability to market a green product that saves its customers money opened up a second phase to the gas station market… Sub-Branding. Supercarga, an existing gas station brand in Mexico, now offers Green Plus as “4-Tank Eco Power” in their fuel. This added value has caused Supercarga to see a similar boost in sales.
