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Imperial Oil updates Esso Extra brand

Imperial Oil of Calgary has updated the branding of its Esso Extra loyalty program. The changes include a more modern look, new promotional materials and a redesigned website at <>. The company is promoting the changes with a double points promotion that will run until Nov. 21. In addition, visitors to the website can enter a draw for one of 10 prizes of 500,000 loyalty points. "Having a strong customer loyalty offer is critical to ensuring the competitiveness of our Esso retail business," said Simon Smith, vice-president and general manager of fuels marketing at Imperial Oil. "Our current loyalty offer provides customers the unique choice of either Esso Extra or Aeroplan programs. Making the investment in Esso Extra at this time only strengthens our competitive position for the long-term."

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