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HOUSTON -- In 2007, Shell informed consumers of the problems associated with gunky buildup. In 2008, the company will build on the theme, with an expanded plan for its Stop Gunky Build-up advertising campaign that will continue its focus on fuel quality, the company stated.
"With the Un-Gunk Your Car promotion, we're taking stopping gunk to a whole new level," Karen Wildman, Shell brand and communications manager, said in a statement. "And this year, the message will remain simple, providing us with the ideal platform to expand these themes into various marketing initiatives in 2008. We're excited to bring these programs to our network of wholesalers and retailers, and eventually, to the Shell customers."
Similar to 2007, the campaign will educate consumers on how to prevent the build-up of gunk on their vehicles' critical engine parts, the company stated. Shell will continue the current television commercials, and add new television spots featuring the campaign's Passionate Experts and NASCAR driver Kevin Harvick. Television advertising will run on network and national cable networks throughout the year starting in January, according to the company.
Shell will also introduce a new online campaign, enhanced point-of-purchase materials, radio advertising, outdoor billboards and promotions to drive traffic to Shell stations. All marketing components will reinforce the theme of All Gasolines are not the Same, the company stated.
New for 2008 will be the Un-Gunk Your Car promotion, with the goal of driving traffic to Shell stations and convenience stores, according to the company. From Feb. 11 through March 30, Shell customers who purchase a minimum of 10 gallons of gas will receive one free microfiber cleaning cloth formulated to "un-gunk" the interior of their car, the company stated. The three limited edition cloths will feature sayings such as "Shell V-Power Cleans Up Gunk," "Un-Gunk Your Car" and "I Hate Gunk" with Kevin Harvick's No. 29 logo.
Shell will distribute the 23 million cloths with a 2008 Sprint Cup Series race schedule, in support of Shell's relationship with Richard Childress Racing (RCR), Kevin Harvick and the 29 Shell-Pennzoil car.