Dashboard Hula Girl ‘Hanna’ Brings Her Sunny Personality to Gas Brand ARCO's Latest Campaign

ARCO, a regionalised gas brand located in California, Nevada and Arizona very recently launched their brand campaign. 

In this new campaign from RPA, with gas prices being so high, ARCO shifted their strategy and just began new, lighthearted, creative to drive home the message that ARCO is a high-value brand with ARCO’s 'Quality TOP TIER gas for less' tagline. This latest round of TV, radio and social for ARCO features the all-new adventures of ARCO’s dashboard hula girl, Hanna. She brings her sunny personality to the work and makes some new friends — including a timid piggy bank, an over-confident air dancer and a collection of emphatic bobbleheads — while spreading the word about ARCO’s savings on quality gas, and convenient payment options.

Hanna has seen significant increases in awareness and likability — her awareness has increased over the last two years. ARCO is leveraging Hanna more broadly in 2023 and 2024 to drive top-of-mind awareness via point-of-purchase and out-of-home as well as social, video, radio, and website. 

The ARCO campaign launched on May 30th and is composed of four spots, eleven unique social assets, and two Hispanic market spots. Broadcast will run in Los Angeles, San Diego, and Palm Springs and the campaign is for Southern California, Las Vegas, and Arizona.