The Marathon retail brand is launching a new ad campaign and tagline that highlights co-pilots, who make the drive of life worthwhile, according to a company press release.

“Marathon has always embodied an American spirit that consumers can relate to,” said John Rice, Marathon’s manager of advertising and brand management. “In this campaign, Marathon is connecting on those shared values with the consumer.”

The “Driven Together” campaign will launch with national media across both broadcast TV and digital platforms. Advertising spots will air on live sports, cable and streaming platforms. As the official fuel of the Big Ten Conference again this year, the Driven Together campaign will be featured during games across multiple markets.

Additionally, the company is also launching its new brand website marathonfuel.com, replacing marathonbrand.com.

The new ad campaign and website come as part of the brands process in “contemporizing the Marathon brand and broadening its appeal to consumers across the country.”

Last year, the company debuted a new image for Marathon-branded gas stations, featuring “the familiar red, white and blue colors reconfigured into a bolder, more contemporary design.” The company tested the look at three prototype sites in Findlay, Ohio, before announcing its full launch plans.

In late 2022, the company also introduced a new rewards program. Marathon Rewards replaced the former MakeItCount program after a successful pilot. Marathon Rewards offers three ways to earn rewards: a five-cent per gallon everyday base earn, select in-store purchases and third-party offers.