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AUBURN, Calif. ? Nella Oil Co. will reintroduce the Mobil gasoline brand and signature Pegasus trademark to 36 counties within Northern California, in an agreement with Exxon Mobil Corp. Nella will support the brand rollout with a high-profile marketing campaign, according to a company statement. Based in Auburn, Calif., Nella is an independent petroleum marketer.
While a number of small and larger businesses have exited California in recent months due to regulatory and economic challenges, Nella Oil Co. is firm in its commitment to the state and keeping the economy strong. "By giving consumers quality gasoline at the best possible price, we are committed to keeping Northern California drivers on the road," said Ted Koerner, Nella spokesperson
The company released an industry-targeted direct-mail marketing piece touting Mobil's "Not Just a Horse of a Different Color" slogan and displaying the red-winged Pegasus flying-horse trademark. "A major brand like Mobil re-entering the Northern California market is good news for commuters," said Koerner. "Mobil offers quality products and competitive prices which continue to be in the forefront of consumers' minds. This offering will no doubt leverage the [customers'] choice of Mobil over regional and independent brands."
All the Mobil stations will be equipped for payment with Speedpass transponders. "With the combination of the Mobil brand, Speedpass payment system and competitive pricing, we really feel we've put together a winning proposition for our guests," added Koerner.