Petro-Canada’s New Gift Card Puts Canadian Pride in the Offering
BACKGROUND
Petro-Canada is Canada’s leading gasoline manufacturer and retailer, with a chain of over 1,500 locations coast-to-coast. As part of maintaining their leadership role in the Canadian market, Petro-Canada identified the need to evolve their very successful gift card program to a new level.
CHALLENGE
The gift card category seemed to be lost in the Petro-Canada convenience store environment, resulting in missed opportunities to remind consumers of the gift-giving possibilities offered by the company. The current design, although aesthetically pleasing, tended to look busy and hard to notice.
SOLUTION
SL initiated a design process that capitalised on key learning gained through the research and design of Petro-Canada’s convenience store program. A range of 10 gift card concepts were developed that leveraged key consumer need states, with the ultimate design featuring a vibrant illustration of the iconic Canadian maple leaf on the backer card, and a repetitive leaf pattern motif on the gift card itself. The new design more effectively communicates the 3 different denomination offerings while also providing a greater sense of visual impact.
RESULTS
The new design generated significantly higher sales during the holiday season, and current trending reports indicate a runaway success for the company.