The Essence of Racing

Sunoco wanted to stake their claim as the official fuel of every major motorsports sanction in the United States, and they wanted to do it in a way that pushed the category through humor and personality. We gave them a fragrance campaign that reeked of high fashion clichés and celebrity cameos. From three enigmatic spots to countless bits of digital and social content, we drove the campaign home with race fans of every ilk. Sunoco is the Essence of Racing, and we have the scent to prove it.

Smell the Burn

To sell the humor inherent in the campaign with a straight face, we created a scent with top notes of burnt rubber. It was not entirely unpleasant. We designed a bottle, a box, and an experience for fans at the track that allowed them to smell the smells the drivers smell.

The Stars of the Show

To bring an air of authenticity and authority to our fragrance campaign we enlisted the help of three drivers at the top of their game in their respective sports — Jimmie Johnson, a NASCAR legend with dashing good looks, Graham Rahal, an IndyCar driver with a winning pedigree, and Courtney Force, an NHRA Funny Car driver with the appeal of a classic Hollywood beauty. Our campaign places them in beautifully ironic high fashion print & TV, offering fans a tongue-in-cheek entrée into the track experiences. All under the guise of a fragrance that promises the smell of Burnt Rubber.

An Essential Destination

To round out our campaign narrative and give a home to all of our content we created a web destination at Along with a new experience that allows fans to engage with the next phase of the campaign: The Essence of Sound.

Burnt Talk

High praise from publications not known for covering fuel brands. Burnt Rubbér gave fashion scribes an entrée into the world of race cars and race fuels.

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