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Shell Oil Shows Consumers All Gasolines Are Not the Same


March 2007
 Filed under: FUEL AND ECONOMY Car News | FUEL AND ECONOMY Headlines
HOUSTON, March 5 /PRNewswire/ -- Today Shell Oil Products US launched a $35 million integrated marketing campaign to let motorists know that "All Gasolines are not the Same." The campaign entitled "Shell Passionate Experts" revolves around the company's passion for what it does, its commitment to fuel quality testing and its desire to protect consumers from gunky engine build-up. The campaign gives consumers a first-hand look at the gunk that low-quality discount gasoline can leave behind on critical engine parts, such as intake valves and fuel injectors.

"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."
Shell Shows Consumers All Gasolines Are Not the Same

Integrated Marketing Campaign Sheds Light on Engine Gunk and Encourages Consumers to 'Stop Gunky Build-Up'

HOUSTON, March 5 /PRNewswire/ -- Today Shell Oil Products US launched a $35 million integrated marketing campaign to let motorists know that "All Gasolines are not the Same." The campaign entitled "Shell Passionate Experts" revolves around the company's passion for what it does, its commitment to fuel quality testing and its desire to protect consumers from gunky engine build-up. The campaign gives consumers a first-hand look at the gunk that low-quality discount gasoline can leave behind on critical engine parts, such as intake valves and fuel injectors.

"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."

The new marketing campaign is built around the results from a variety of Shell tests, including one designed to compare two gasoline products in a single engine under identical conditions. The results consistently show that vehicles using low-quality discount gasolines have engine gunk, while Shell gasolines protect engines from gunky build-up.

To help deliver this message, Shell has developed a robust advertising campaign, an experiential marketing tour, and customizable in-market activation programs.

"Shell Passionate Experts" Campaign

Beginning March 5, two new television commercials, created by J Walter Thompson, will introduce the Shell Passionate Experts theme while reinforcing the company's consumer products theme "Made to Move." One of the spots will use the star power of Kevin Harvick and two actors playing Shell Lab Engineers to encourage consumers to "stop gunky build-up" by using Shell gasoline designed to protect critical engine parts. The other spot features our Shell Experts and the passion they have in proving that all gasolines are not the same. The ads are scheduled to run on national and cable networks, including ESPN, CNN, Discovery and E! In conjunction with TV, Shell will debut a comprehensive print and online campaign in outlets such as Sports Illustrated, Golf Digest, Popular Mechanics, Motor Trend, and NASCAR Scene as well as national radio and additional support in key Shell markets.

Shell Experiential Tour

Shell will bring the impact of gasoline choices to life with the Shell Passionate Experts Tour. This national experiential tour will travel to 15 cities nationwide. Featuring unique and interactive components to expose the gunky build-up that can appear on critical engine parts when low-quality discount gasolines are used, the tour's exhibits and activities include:

* Shell Dual Fuel Car -- A vehicle built with a split engine where one
side utilizes Shell gasoline and the other runs on a low-quality
discount gasoline, to show the gunky deposits left behind by the
low-quality product
* "Be A Star With Kevin Harvick" -- This new interactive movie experience
allows consumers to dress like a rookie NEXTEL Cup driver and create a
video with a virtual Kevin Harvick. The videos can be later viewed on
YouTube
* Got Gunk? -- An interactive game allowing you to race others as you
dodge and dart through a street of gunky carbon deposits
* Future of Fuels -- An exhibit that will provide a closer look into the
alternative fuel resources of today and tomorrow
* Shell Racing Heritage -- A historical overview of the company's passion
for motorsports
* Shell MasterCard Kiosk -- Consumers can apply for the Shell Platinum
MasterCard and receive a $5 Shell Gift Card

In-Market Activation

The in-market activation program extends the campaign beyond advertising and events to create buzz and excitement in local markets. More than 13,000 Shell stations nationwide will exhibit a highly visible point-of-purchase display that includes pump toppers, pole signs, lawn stakes, column banners, register signs and a consumer brochure highlighting the theme that Shell gasolines help stop gunky build-up. A valve display will also be included with the point-of-purchase materials so consumers can see for themselves the benefit of using Shell gasoline. Also, as part of their monthly statements, Shell cardholders will receive an insert reinforcing the Passionate Experts messaging.

Additionally, Shell will offer a variety of marketing tools through its co-op program to allow Shell retailers and wholesalers to customize marketing programs based on local market needs. Station decorations, billboards, print ads, radio spots, direct mail and local promotions are all available through the co-op program.

The sponsorship of Kevin Harvick and Richard Childress Racing will also be leveraged to create additional energy at the site level. An interactive, life-sized cutout of Harvick is in stores to promote the No. 29 Shell-Pennzoil car's merchandise including team apparel, as well as novelties and collectables. A limited edition Shell Gift Card is also available which features an image of the No. 29 Shell-Pennzoil car. Shell locations will also have the opportunity to engage visitors and enthusiasts by hosting a No. 29 Shell-Pennzoil replica showcar on-site or by holding racing themed promotions.

The marketing campaign will run throughout the year with appearances by Kevin Harvick in select markets. The "Passionate Experts" thematic is a long-term marketing campaign designed to reiterate to motorists that Shell constantly performs tests and experiments to help them get the most out of a tank of gasoline.

"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."

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 approximately 6,000 branded gasoline stations in the Western United States. Shell Oil Company is an affiliate of the Shell Group (NYSE:RDS.A) and (NYSE:RDS.B) . For more information, please visit http://www.shell.com/. Motiva Enterprises LLC refines and markets branded products through approximately 7,700 Shell-branded stations in the Eastern and Southern United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc.

Disclaimer statement:

This announcement contains forward-looking statements that are subject to risk factors associated with the oil, gas, power, chemicals and renewables business. It is believed that the expectations reflected in these statements are reasonable, but may be affected by a variety of variables which could cause actual results, trends or reserves replacement to differ materially, including, but not limited to: price fluctuations, actual demand, currency fluctuations, drilling and production results, reserve estimates, loss of market, industry competition, environmental risks, physical risks, risks associated with the identification of suitable potential acquisition properties and targets and the successful negotiation and consummation of transactions, the risk of doing business in developing countries, legislative, fiscal and regulatory developments including potential litigation and regulatory effects arising from recategorisation of reserves, economic and financial market conditions in various countries and regions, political risks, project delay or advancement, approvals and cost estimates.

Please refer to the Annual Report on Form 20-F for the year ended December 31, 2005 (as amended) for a description of certain important factors, risks and uncertainties that may affect the Shell Group's businesses. Neither Royal Dutch Shell plc nor any member of the Shell Group undertakes any obligation to publicly update or revise any of these forward-looking statements, whether to reflect new information, future events or other information.

Cautionary Note to US Investors:

The United States Securities and Exchange Commission ('SEC') permits oil and gas companies, in their filings with the SEC, to disclose only proved reserves that a company has demonstrated by actual production or conclusive formation tests to be economically and legally producible under existing economic and operating conditions. We use certain terms in this presentation, such as "expected producible resources" and "amount of reserves we expect to produce", that the SEC's guidelines strictly prohibit us from including in filings with the SEC.

Source: Shell Oil Products US

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