ESSO GIVES OLYMPIC PROMOTION ITS FINAL TOUCH
By Adnews Staff
Imperial Oil of Toronto is commemorating the 1998 Winter Olympics in Japan with the launch of its Olympic glassware. The clear and opaque glass tumblers feature the Snowflower, the official emblem of the winter games. The symbol is composed of athletes in motion arranged in petal formation, combined with the hexagonal shape of a snowflake. The six-color design symbolizes motion flowing out from the centre, expressing the passion of Olympic athletes. The glassware is being promoted using four TV ads created by Goodgoll Curtis of Toronto. Communication bleu blanc rouge handled the French-language campaign. In addition, Imperial Oil launched a TV ad today focusing on women's hockey. The commercial features two young girls playing driveway ball hockey and pretending to be their hockey idols, Nancy Drolet and Hayley Wickerheiser of team Canada, who appear at the end. The commercial puts a twist on a famous phrase with the two young girls yelling, "she shoots, she scores."
The glassware is the final phase of the Esso Olympic promotion program. The company launched a sweepstakes late last year, offering prizes of ten trips for two to the Olympic games, 10 Dodge Durangos and 500 Roots Olympic warm-up jackets.