Shell Announces National Communications Campaign to Promote Shell V-Power(R)
29 Giugno 2005 - 5:21PM
PR Newswire (US)
Shell Announces National Communications Campaign to Promote Shell
V-Power(R) Television, Radio, Print, Outdoor and Online Advertising
Campaign to Support America's No. 1 Selling Premium Gasoline
HOUSTON, June 29 /PRNewswire/ -- Shell Oil Products US, marketer of
the No. 1 selling brand of gasoline in America, today announced a
$25 million national advertising and communications campaign to
support Shell V-Power, the company's premium-grade gasoline.
Specially formulated to actively clean your engine for better
performance, Shell V-Power removes carbon deposits that can build
up on critical engine parts, specifically intake valves and fuel
injectors. 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. "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
important 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 http://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. And, the company will 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. Since the start of Shell's fuels marketing
campaign in 2002, the percentage of customers who perceive the
Shell brand as having high-quality products has doubled. "That's a
huge achievement in a market where many consumers are saying all
gasolines are the same," Wildman says. "Shell V- Power can make a
difference in their engines' performance by removing carbon
deposits left by low-detergent gasoline." Since 1997, Shell has
launched the Shell V-Power brand or similar premium fuels in more
than 50 countries worldwide, including Canada, Brazil, Germany and
Australia. To support the product launches in these countries and
the United States, Shell developed a successful global advertising
campaign that could be adapted easily to individual international
markets. In addition, the Shell V-Power campaign builds upon a
successful branding strategy focused on sea imagery to capitalize
on the brand equity of the company's seashell-shaped logo and
convey the dynamic attributes of water -- movement, flexibility,
diversity and strength. The Shell V-Power television commercial and
other printed marketing materials feature two yellow tang fish
swimming under the sea to simulate cars in driving conditions.
Shell V-Power is currently available at Shell stations nationwide.
For more information on Shell gasolines, please log onto
http://www.shellus.com/ or http://www.shellvpower.com/ Shell Oil
Products US, a subsidiary of Shell Oil Company, is a leader in the
refining, transportation and marketing of fuels, and has a network
of nearly 7,000 branded gasoline stations in the Western United
States. Shell Oil Company is a 50 percent owner of Motiva
Enterprises LLC, along with Saudi Refining, Inc., which refines and
markets branded products through 10,000 stations in the Eastern and
Southern United States. Shell Oil Company is an affiliate of the
Royal Dutch/Shell Group of Companies (NYSE:RDNYSE:SC). For more
information, please visit http://www.shell.com/ . DATASOURCE: Shell
Oil Products US CONTACT: Shell Media Line, +1-713-241-4544, or Anne
Peebles of Shell Oil Products US, +1-281-874-8290, or
+1-713-241-1584 Web site: http://www.shellus.com/
http://www.shellvpower.com/ http://www.shell.com/
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