One year after choosing to get rid of one of the world’s biggest brands and replace it with an “entirely Kiwi” identity, Z Energy says its commitment to the Shell-less strategy is already paying dividends and offering it a competitive advantage. And the new brand is tracking very well with New Zealanders.
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When Shell’s fuel business was sold to the New Zealand Superannuation Fund and Kiwi infrastructure company Infratil in April last year (for a cool $695 million, we might add)—both of which are owned and operated by Greenstone Energy—the wheels were set in motion to replace the brand with something Greenstone Energy describes as “entirely Kiwi”. $35 million later, the new petrol stations, called Z Energy, are being unveiled across the country as part of a complete brand overhaul. And, coupled with extensive market research, the finished product comes courtesy of a number of industry players, including Cato Partners and Assignment Group.