Brands | - Total in France

When the ELF brand celebrated its 50th anniversary...

During the night of 27th to 28th April 1967, red circles appeared in nearly 4000 service stations in FrancePays FranceShow more. This very eventful launch heralded the birth of a new brand that was to make a lasting impression: ELF. It was in the early morning of 28 April 1967 that more than 4,000 French service stations first displayed the characteristic logo with its stylised blue and red drill bit on a white background for the first time. Exceptional launch, exceptional advertising campaign. Produced by Havas Conseil and Synergie, it made a lasting impression with a "teasing" that was new at the time: the famous red circles, which appeared just about everywhere without further explanation, intriguing the French all the more. This was followed by a period of five months during which the ELF brand multiplied competitions in the service station network in order to present the brand and its products.

The birthday seen from Spazio

As a privileged partner of Renault for almost half a century, ELF will remain at the highest level of motor sports, with no less than 18 driver and manufacturer titles in Formula 1. It is therefore in the presence of drivers who have written the history of the brand such as Jean Ragnotti, Bernard Darniche, Anthony Beltoise (in memory of his father Jean-Pierre), Olivier Panis and Jacques Laffite that we celebrated the 50th anniversary of the brand on 26th and 27th April. After autograph sessions, the Group's employees were able to discover some emblematic racing cars and motorcycles and test their driving skills on a motorcycle simulator. Conferences were also organised in the presence of the riders and many anecdotes brought back fond memories of the ELF epic. To add a little entertainment, a quizz enabled the staff to win numerous gifts, including a VIP package to experience the 24 hours of Le Mans 2017 at the heart of the Alpine-Elf team, reigning LMP2 endurance world champion.

Would you like to share your experience in connection with this testimonial ?

comment-outline Complete this testimonial

You have helped shape the History of TOTAL ? Take part in our testimonial gallery !

comment-outline Take part in the testimonial gallery