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Marketing Week: Shell starts up a new promotion
2 November 1984
Shell is starting another round of forecourt hostilities among the oil majors with its third promotion. Called Make Merry, it is launched on November 5. It will cost the company little short of £4m.
The new promotion, again devised by Don Marketing, is offering more than two million prizes, of Christmas food and wine, plus a number of £10,000 shopping sprees at Harrods as top prizes. Based on matching symbols on a scratch-card, it will last to the end of. December.
“My impression is the public has become rather blasé about these promotions,” says Philip Stein, head of public relation’s for the Motor Agents Association.