Building off the momentum of 2007, the Shell "Stop Gunky Build-up"
advertising campaign featuring the Shell Passionate Experts will
continue in 2008 with a continued focus on the company’s commitment to
fuel quality. Like last year, the campaign will center around the
desire to help consumers stop the build-up of engine gunk on their
vehicles’ critical engine parts.
In 2008, Shell will continue the current TV commercials in
addition to welcoming new TV spots featuring the Passionate Experts and
Kevin Harvick. TV advertising will run on network TV and national cable
networks throughout the year starting in January. In conjunction with
TV, Shell will also introduce a new online campaign, enhanced
point-of-purchase materials, radio advertising, outdoor billboards and
all-new promotions designed to drive traffic to Shell stations. All
marketing components will reinforce last year’s successful Passionate
Experts program and educate motorists that "All Gasolines are not the
Kicking off 2008 will be the "Un-Gunk Your Car" promotion, which will
aim to drive traffic to Shell stations and inside convenience stores.
From February 11 through March 30, Shell customers who purchase a
minimum of 10-gallons of gasoline will receive one free microfiber
cleaning cloth specially formulated to help "un-gunk" the interior of
their car (no fuel purchase required in New Jersey). While supplies
last, consumers will be encouraged to collect all three limited edition
versions of the cloth "Shell V-Power Cleans Up Gunk," "Un-Gunk Your
Car" and "I Hate Gunk" with Kevin Harvick’s No. 29 logo. Each of the 23
million cloths will be accompanied by a 2008 Sprint Cup Series race
schedule in support of the Shell relationship with Richard Childress
Racing (RCR), Kevin Harvick and the 29 Shell-Pennzoil car.
"With the ‘Un-Gunk Your Car’ promotion, we’re taking ‘stopping gunk’ to
a whole new level," said Karen Wildman, Shell brand and communications
manager. "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
The "Un-Gunk Your Car" promotion will be supported with
national TV, online advertising, and point-of-purchase materials,
including pump toppers, pole signs, column banners, yard signs,
building signs and register toppers. In addition to this promotion,
Shell retail sites will continue to reinforce the "Stop Gunky Build-up"
Shell Oil Products U.S. operates a network of approximately 6,600
branded gasoline stations in the Western U.S. Motiva Enterprises LLC
refines and markets branded products through more than 9,000 branded
stations in the Eastern and Southern U.S. Shell Oil is a 50% owner of
Motiva, along with Saudi Refining Inc.