In Sweden, there are many gas stations to choose from when on the road. Besides gas, basically every Swede expects to be able to buy coffee, snacks and food at these stations, to such a degree that the marketing campaigns of the competitors often focus heavily on promoting these services. St1, meanwhile, is an unmanned station, carrying none of these extra services. Instead of excusing this shortcoming, we've made it into the brand's most unique selling point.

When a team of floorball players stop for gas, the driver chooses an unmanned gas station where there is no coffee, snacks or food. This decision doesn't sit very well with the others.