The society’s marketing activity was concentrated both on the sustaining of a promoting politics of the premium brand Argus by an intense image campaign and on an attentive monitoring of the price, product and distribution politics of the whole range of products under the “Argus” brand.


The promoting campaign of the Argus oil was carried on under the slogan “What is good is good for all!” and was addressed to a target representing women aged between 25-54, with education and high and medium revenues, considered to be traditional consumers, conservative and oriented towards the family’s values and aimed at the increase of the trust in the premium brand and the obtainment of the consumers’ constancy by media and promoting campaigns.