New Zealand: Z Energy to Replace Shell Brand
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Wednesday, 09 November 2011 |
New Zealand fuel retailer Z Energy has announced a $60m brand rollout that will see the company’s branding replace Shell’s at 210 fuel service stations across the country. The move comes on foot of extensive consumer research by the company, and will also apply to 90 commercial truck stops and all company offices.
''Our customers have told us they want a contemporary local identity that reflects who we are as New Zealanders and what we value. Our consumer research has reflected a growing sense of national confidence which we call ‘New Kiwi’ and upon which the Z brand is built,” said Chief Executive Mike Bennetts. “Combined with the feedback from customers and the public, we now have the confidence to invest in continuing to build a world class Kiwi company and a very strong local brand,” he added.
The overhaul will be carried out in regional chunks into the middle of 2012. Z Energy is jointly owned by Infratil and the Superannuation Fund.
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