THE NATIONAL BENZOLE ASSOCIATION was formed in 1919 to market a surplus of 'Benzole' as a new motor fuel additive. The Association had temporary offices at 84 Horseferry Road, Westminster, London SW1. By 1920 the Association had become The National Benzole Co Ltd, situated at 30 Grosvenor Gardens, London, SW1 and by 1923 the company had moved to Wellington House, Buckingham Gate, London, SW1.
The first National Benzole Co globe?
Benzole had been used as a shell propellant in the 1st world war and there was an abundant supply when the war came to a close. By 1922 the company was producing their own mixture of benzole and petrol and this product became known as National Benzole Mixture. It was marketed as an anti knock petrol that gave improved acceleration.
The first "Mr Mercury" design
In 1928 the company's aggressive marketing was proving a success and the famous "Mr Mercury" became the company's new logo with strong corporate colour's of black, yellow/gold and silver. By 1934 the company had acquired Power Petroleum and expanded its business interests throughout the UK.
During the 2nd World War (1939 - 1945) petrol was pooled and corporate identity was suspended but 1953 saw these restrictions come to an end and so with it the return of Mr Mercury in familiar guise.
1957 and Mr Mercury has been modernised
But by 1957 he had had a makeover, he was now blue, yellow and white and took a very striking forward looking pose - somewhat retro art deco in design. In this year the National Benzole Company had become wholly owned by Shell-Mex and B.P. Ltd but continued its separate identity with the addition that it managed the Dominion Motor Spirit Co Ltd, which can be seen by ownership titles on later Dominion Petrol Pump Globes. Shell-Mex & BP Ltd had taken a controlling interest in the Dominion Motor Spirit Co Ltd back in 1934. NBC had earlier, around 1950, become the marketing agency for Dominion products and now that they had full control they quickly phased out the Dominion brand.
The Power name was also being phased out and in 1957 the National Benzole Company began to use the familiar "Power" diamond globe as their own.
The first National Benzole Company globe based on the Power diamond
By the early 1960's the company dropped the Benzole Mixture brand and solely sold straight petrol with the brand becoming plain "National" in a variety of grades. 1976 saw the de merger of Shell-Mex and B.P. with the company staying with British Petroleum. The brand started to decline in the 1980's as B.P. concentrated on their own brand and by the early 1990's the National identity was no more accept for some areas of the far North.
The National Benzole Company left a legacy though - the Smurfs, remember them and you may well remember the National Benzole Co Ltd.
This series of adverts enables timelines of the company to be traced and in particular those relating to the differing styles of petrol pump globes, and to Mr Mercury himself.
