Why Petronas advertisements more to harmony and unity concept nut but not commercialize? Why did they do so?

Answer 1

One of the great case studies in energy marketing is the "Chevron" commercials of the early 1980s. I remember them vividly. Chevron used to show commercials of happy cartoon dinosaurs who were used to illustrate how much the energy company loved the earth and was trying to save it. It was an odd departure from most oil company commercials, who had commercials about things you would expect: why their product was good, was valued and sexy.

Chevron's advertising agency made a brilliant discovery. When you are a dominant oil company, like Chevron was back then and like Petronas is now, you don't have to sell your product to hard because people are going to buy it anyways. They don't have a choice. They're going to keep buying gas, oil and petrol no matter what.

However, public opinion is still up for grabs. Thus, the marketing focused on the soft side of energy. Some would call it "diversion". Others call it, "putting on a good spin". Whatever you call it, it worked. Public opinion was swayed by the soft advertising that focused on values, rather than business.