Shell Kicks Off 2010 With New Campaign

Shell, building off the momentum of the Shell Nitrogen Enriched Gasolines launch in 2009, is kicking off 2010 with a multi-million dollar, multi-faceted marketing campaign to continue educating consumers on the benefits of using Shell Nitrogen Enriched Gasolines, including the premium grade Shell V-Power gasoline.

Through exciting national advertising, grocer rewards programs, quarterly PR engagements and all-new point-of-purchase materials, Shell will emphasize the “Protect your engine against gunk” message with a continued focus on driving traffic to Shell-branded stations.

“The focus of our fuels marketing activities in 2010 is all about vehicle protection against engine gunk,” said Karen Wildman, Shell brand and communications manager. “In today’s economic environment, motorists are keeping their vehicles longer, so it’s even more important to protect the investment people have made in their vehicles. In 2010, the protection benefits of Shell Nitrogen Enriched Gasolines will be emphasized during our Q1 national fuels program and throughout the year in key local markets in an effort to drive loyalty and site traffic to Shell-branded stations.”

The Q1 national fuels program launched on Dec. 28, 2009 with “Protect Against Gunk” point-of-purchase (POP) materials at Shell-branded stations, and on Jan.  4, 2010, national TV and radio advertisements featured the Shell Passionate Experts. Additional marketing components will include: co-op print, radio, billboards and online banners, a new 15-second Shell Nitrogen Enriched spot for use at Shell-branded stations and local store marketing elements including a direct mail campaign.

All marketing components will reinforce last year’s successful Shell Nitrogen Enriched Gasolines campaign and communicate the benefits of the patented Shell Nitrogen Enriched Cleaning System, which acts as a protective shield against the build-up of performance robbing gunk. Elements will also emphasize the importance of continuous use of Shell Nitrogen Enriched Gasolines to clean and protect engine parts while driving.

Additionally in 2010, Shell is continuing to place a strong emphasis on consumer loyalty by creating savings at the pump through industry-leading grocer reward programs and flexible payment options allowing consumers to get the most out of every drop. Shell will continue to align with select national grocery chains to encourage consumers to shop at the grocer and receive cents off per gallon at participating Shell-branded stations. Shell also offers multiple payment options through the Shell Family of Cards ( that can add extra savings or other benefits when used at the pump.

Aligned with the goal of educating consumers on the importance of using high-quality gasolines, Shell will continue as the official fuel provider for Car and Driver, Road & Track and Cycle World magazines. All cars, trucks and motorcycles that undergo vehicle testing in the U.S. for these publications will be fueled by Shell Nitrogen Enriched Gasolines, including the premium grade Shell V-Power gasoline. As part of the relationship, the Shell brand will be seen across the three magazines’ print, online and radio platforms.






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