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    Circle K Southwest's "Cleaner Greener" Campaign Features Mark VII SoftWash

    Ads educate consumers on how the c-stores are becoming environmentally friendly.

    ARVADA, Colo. -- Circle K Southwest's new "Cleaner Greener" advertising campaign will feature the new SoftWash XT friction rollover from Mark VII Equipment Inc., the US subsidiary of WashTec AG of Germany.

    "We chose the SoftWash XT, in part, due to its highly efficient use of water during the washing process," said Brad Staab, car wash category manager for Circle K Southwest. "Our 'Cleaner Greener' ads are designed to educate consumers how we're making our stores more environmentally friendly, so showing a customer washing his car in one of our SoftWash XTs while discussing the water saving benefits of our car washes is a natural fit with the campaign."
    Steve Robinson, director of marketing and product management for Mark VII, said: "The SoftWash XT uses our advanced friction technology and our proprietary SofTecs foam material to clean a car using as little as 15 gallons of water. We have seen a dramatic shift toward the friction format since public attention on green initiatives took center stage last year."
    The commercials can be viewed at www.markvii.net. And those attending the NACS Show in Las Vegas this week can see the SoftWash XT in booth 4373.
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