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HOUSTON, Texas -- Shell Oil Products US announced a $25 million national advertising and communications campaign to support Shell V-Power, the company's premium-grade gasoline.
Last year's launch of Shell V-Power proved to be extremely successful for the company thanks to strong consumer purchases of the product, which helped make Shell V-Power America's best selling premium-grade gasoline. To build on that success, Shell will continue its efforts this summer with a campaign that will feature national print and television advertising as well as additional support in key Shell markets.
"Shell V-Power owes its initial success to a combination of exceptional product appeal and a sharply-focused marketing message, 'Actively cleans as you drive,'" said Karen Wildman, brand and communications manager for Shell Oil Products US.
She continued, "This year, we're building on the Shell V-Power theme with a campaign reminding consumers of the importance of a clean engine and the impact that can have on performance. Shell V-Power's new marketing tagline, 'Actively cleans for better performance,' is a message consumers have told us is compelling to them; and that's exactly what Shell V-Power does."
The 2005 campaign will use a broad range of marketing outlets to take this message to motorists nationwide. The campaign will utilize a mix of marketing channels to increase product awareness, deliver key messages and drive trial of the product. Thirty and 15-second television spots will air on national cable networks, such as ESPN, CNN, The History Channel and A&E Television.
In addition, the rollout of the campaign will be supported with a national point-of-purchase program as well as a mobile marketing tour, public relations programs and a direct-mail promotion. Online banner ads and an online sweepstakes will be utilized to drive traffic to www.shellvpower.com, an informational Web site designed to educate consumers on how the product works as well as provide them with useful tips.
There will be additional support in key Shell markets where Shell and its operators will relay messages to customers first-hand through a mobile marketing tour and on-site activities. The tour will offer consumers the chance to win free gasoline as well as give them an entertaining way to learn about Shell V-Power. The tour will feature a super-modified Cadillac Escalade EXT complete with Formula One video game stations, trivia games and Shell V-Power customized Segways to help put a human face on the Shell brand.
The company will also use its more than 13,000 Shell stations to engage directly with customers through point-of-purchase materials. Finally, Shell station owners and operators are invited to implement customized promotional and advertising programs to remind drivers in their area about the products benefits.