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HOUSTON -- Shell Oil Products US has launched a $35 million integrated marketing campaign to inform consumers of the differences in gasoline. Entitled "Shell Passionate Experts," the campaign focuses on the company's enthusiasm for its products, commitment to fuel quality, and protection against engine buildup through the use of its fuel.
"At Shell, we're passionate about what we do. And providing drivers with gasolines that can improve performance is not just our passion, it's who we are," said Karen Wildman, Shell brand and communications manager. "We constantly test Shell gasoline against the competition, both in the lab and on the road, to prove that there is a difference in the gasoline you choose. The results speak for themselves, and we wanted to build a campaign that let consumers see the difference first hand."
This week, two new TV commercials created by J. Walter Thompson initiate the "Shell Passionate Experts" theme along with the product theme, "Made to Move." One of the spots features NASCAR driver Kevin Harvick and two Shell Lab engineers, encouraging consumers to "stop gunky build-up" by using Shell gasoline. Ads are scheduled to run on national and cable networks, such as ESPN, CNN, Discovery and E!
In addition, Shell will launch a print and online campaign in such publications as Sports Illustrated, Golf Digest, Popular Mechanics, Motor Trend and NASCAR Scene, along with radio support in key markets.
Shell also plans to host a tour that will travel to 15 cities across the nation to show the build-up possible when lower-quality gas is used. Shell is bringing a Dual Fuel Car on the tour to demonstrate to consumers the differences between fuels. The car's one engine was split in half; one side ran with Shell gasoline and the other, low-quality discount fuel. The part of the engine that uses the discount fuel has build-up on critical engine parts, including intake values and fuel injectors, the company stated.
At more than 13,000 Shell stations, point-of-purchase displays like pump toppers, pole signs, lawn stakes, column banners, register signs and a consumer brochure will be displayed to reinforce the message that Shell gasoline helps prevent gunky build-up. A valve display will be included with the materials. Shell also will offer a number of marketing tools through its co-op program to allow retailers and wholesalers to customize marketing programs based on market needs. The tools include station decorations, billboards, print ads, radio spots, direct mail and local promotions.
The Shell sponsorship of Harvick and the Richard Childress Racing team will also be used on-site to create interest. An interactive, life-sized cutout of Harvick will be in stores to promote the No. 29 Shell-Pennzoil car merchandise, including team apparel, novelties and collectibles. In addition, limited-edition Shell Gift Cards that feature the image of the No. 29 Shell-Pennzoil car are also available.
Additional on-site opportunities will allow locations to host a No. 29 Shell-Pennzoil replica race car to generate interest at the station. The campaign will run through the year with appearances by Harvick in select markets.
"Shell goes to great lengths to help motorists get the most out of the gasoline they buy," said Wildman. "We are dedicated to continually testing and improving our products, and the new campaign allows us to share our test results so drivers can see for themselves that the difference is real."