Royal Dutch Petroleum (NYSE:RD)
Historical Stock Chart
From Jul 2019 to Jul 2024
![Click Here for more Royal Dutch Petroleum Charts. Click Here for more Royal Dutch Petroleum Charts.](/p.php?pid=staticchart&s=NY%5ERD&p=8&t=15)
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/