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Shell is celebrating 30 years of refining in Alberta this month. And they came up with a pretty refined way to get people to sit up and take notice.

They rolled back the price of gas to what it was when they started in the province in October of 1984 — 39.9¢ a litre. For today, at only at eight gas stations around the province, for just an hour per station.

Not a huge financial outlay, but the media storm it has created is not be sneezed at. Every TV and radio station in province has covered it, along with local papers. And doubtless the story will receive national media attention as the day progresses.

Proving what we’ve been saying at Cult for a while, you’re never too big to be scrappy, to stay relevant, and to think different.

Nice one Shell, our (gas) caps are off to you.

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