Esso this week marked the official launch of the new Synergy Fuels brand with a celebratory evening at London’s UnderGlobe.

The event featured McClaren-Honda Formula One driver and former 2009 World Champion Jenson Button; War of the Worlds composer Jeff Wayne, and performances by dance troupe UDI, Britain’s Got Talent finalists, and included a presentation by Karen Dickens, Esso’s Global Fuels Programmes executive.

Synergy Fuels is a fully integrated global project launched this year, which includes a new site image and new fuel name for Esso, Exxon and Mobil sites in selected markets worldwide. 

The new Synergy branding is currently being rolled out on dealer sites nationwide, and will eventually appear on 20,000 forecourts globally. Designed by London-based forecourt design specialist, the Pyott Agency, the update includes striking red ’wave’ signage; grade labels that are easier to identify; brighter and more comfortable layout and lighting; all of which aim to enhance the Esso Synergy customer service experience.

Henning Feller, retail fuels marketing manager Europe, Africa & Middle East, ExxonMobil, said: “We are delighted to announce the launch of Esso Synergy Fuels as a showcase of our on-going commitment to provide the best possible experience of the Esso brand and to help our customers get more from their journeys.

“We believe the improved Synergy experience will shine a new light on the Esso brand through improved fuel technologies and high quality forecourt environment.”

Jenson Button commented, “When I think back to watching television in the ’80s and ’90s, I can clearly remember some of the classic Esso adverts from years gone by. The combination of Jeff Wayne’s signature theme tune and the iconic Esso tiger, means I am probably not alone in having a lasting memory of some of them.

“Tonight’s 3D projection mapping and virtual reality UDI dance experience are a fitting way to celebrate this heritage and look ahead to the future with new technology playing a major role in how we will interact with our favourite brands moving forwards.

“I’ve already been lucky enough to be captured in a 360° VR experience by Esso driving a McLaren Formula 1 car around Silverstone. This incredible technology takes the UDI performance to a completely different universe.”