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CHICAGO — BP plc's "best-ever fuel" is officially available at fuel stations throughout the United States.
Drivers can now fill up with BP Gasoline with Invigorate — an innovative formula that uses patent-pending technology and has 10 times better protection against deposits vs. ordinary fuel, according to the company.
Developed over the course of five years by BP fuel engineers, the fuel helps remove deposits that ordinary fuel can leave in engines and helps protect against further buildup, giving drivers more miles per tank.
As CSNews Online previously reported, BP announced Feb. 22 at the BP Amoco Marketers Association Conference in Miami that the improved fuel would reach U.S. stations this month.
"In 2016, BP's commitment to its branded marketers will be unparalleled. That commitment begins with the launch of BP's best-ever fuel, which builds upon the strengths of our prior products," John Carey, senior vice president of sales and marketing for BP Fuels North America, told conference attendees.
BP Gasoline with Invigorate has been proven with more than 60 different methods, over thousands of hours in engines and vehicles, and was tested in both conventional (port fuel injector) and emerging (direct injection) engine technology using rigorous scientific techniques, the company said.
In support of the newly improved fuel, an extensive advertising campaign promoting BP Gasoline with Invigorate is slated to air throughout 2016. TV and radio commercials feature a new character called Orby, a witty, bright-green orb who informs consumers about the benefits of BP gas. The company has also invested in highway signs, digital advertising, and signage for BP stations to educate drivers about the new BP Gasoline with Invigorate.
Additionally, campaign elements in Spanish have been included to complement the launch in select markets.
Britain-based BP plc is a producer of oil and gas. It employs approximately 16,000 people throughout the United States.