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INVER GROVE HEIGHTS, Minn. -- CHS unveiled the face of its three-year Cenex brand campaign that will take over the radio waves, billboards, television and print advertisements to increase awareness of the energy brand and its products. Called the Cenex Guy, he will also appear in point-of-sale materials and in the company's revamped Web site, www.cenex.com.
"The Cenex Guy appeals to consumers who want to rely on quality energy products to power their vehicles, protect their engines, heat their homes and provide all the everyday needs a convenience store has to offer," said Leon Westbrock, executive vice president and chief operating officer for CHS's energy business. "The Cenex Guy helps demonstrate our brand's connection and value to customers, while reminding everyone of our broad line of quality Cenex lubricants, fuels and propane."
The brand's Web site was redesigned to reflect the new multimedia ad campaign that features an interactive Cenex Guy who shares insights, observations and advice for visitors of the site. Some of the comments he offers visitors include: "Looking for efficient fuels? Look no further, my friend;" "Coffee is officially the official fuel of road trips;" and "What do you think of this sweet outfit?"
To educate consumers on the Cenex Guy, the site also offers a "Who is the Cenex Guy?" page where they can read about the face of the campaign and view the three television campaigns.
Cenex brand retailers can join the campaign locally through pre-recorded radio spots, newspaper ads and billboards outside the store, in addition to in-store dealer kits such as counter mats, pump toppers, static clings and a larger-than-life cardboard Cenex Guy.
Select markets in the Midwest will see comedic television and radio advertisements that create interest in the Cenex brand of products. Billboards along highways will display a toll free number to speak with the Cenex Guy and learn about the brand's products.
Additional multi-site mobile marketing programs and other public relations campaigns will begin later this year.