Super Premium Spooky

Today I had to write a press release about a commercial for Esso (Exxon in the US) that ran prolifically during the Olympics. (Yeah, a little late on this one). Anyway, it brought to mind a memory:

When I was twelve, Esso ran a promotion wherein they gave away mini witchcraft books featuring a kind of sexy, Elvira type witch on the cover and spells of various kinds within. My friend and I used to sit in her walk in closet, walls adorned with posters and images of teen heartthrobs of the day (read: Leif Garrett), and practice our sacred black magic.

From the pages of an Esso gas promotion book.

Now that I work in an advertising-related business, I am really, really curious as to how that client promotion pitch must have gone. Where they attempting to build brand loyalty by creating cadres of mini witches in the making? Did the love potion recipe include a vial of petroleum? And how did the ad agency intend to lure parents in to the filling station with this offering? I would have loved to have been in on that presentation.

Yet, I do remember the book. And the sponsor. But do I make sure to fill up exclusively at Exxon stations? I would, if I could configure a spell for free gas.