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HOUSTON -- Shell Oil Products US and Motiva Enterprises LLC yesterday launched a $25 million advertising campaign to promote a new fuel additive that is specially formulated to help protect car engines.
The gasoline is a new formula that helps keep engines clean and performing better. It is available in regular, plus and premium grades and will be marketed at Shell service stations nationwide. The campaign includes national print and broadcast advertising in addition to point-of-purchase and other programs, the company said.
Mark Henry, fuels marketing manager for Shell Oil Products US, said the ad campaign builds on Shell's core brand positioning in the U.S. market and enhances the company's massive $500 million reimaging project to convert all Texaco stations to Shell's U.S. retail package.
"A cleaner engine performs better. Our fuels exceed government requirements for detergent additive concentration and, unlike some brands, we put the same amount of detergent in all three grades, not just premium," Henry said. "Given the high cost of driving today, it's important for consumers to be confident about the quality of the gasoline they use."
The new Shell gasoline is formulated to help prevent build-up of harmful carbon deposits in vehicle engines that can lead to poor performance. Shell developed the new fuel after conducting a six-month test program of various detergent additives, based on strict Shell performance criteria.
The newly formulated fuel was test marketed in different vehicle models before its introduction at Shell convenience stores, Henry said. Motiva Enterprises and Shell operate a combined branded network of more than 20,000 stores.