In what it calls one of its most significant marketing investments ever, Shell Oil Products U.S. has launched a $30 million integrated marketing communications campaign to introduce its Shell V-Power premium grade gasoline.
The program will be supported with p.r. programs, grassroots and experiential marketing initiatives, direct-mail promotions and P-O-P displays. It also features print, national television, Internet and radio advertising in key Shell markets.
Shell has created a mobile marketing tour that will visit approximately 20 major U.S. markets, giving consumers an entertaining way to learn about Shell V-Power and put a human face with the Shell brand. As part of the tour, consumers will have the opportunity to have their picture taken with a Shell Ferrari F1 racecar while learning more about Shell V-Power.
In local markets, owners of Shell stations may implement customized promotional and advertising programs for customers in their areas.
The Shell V-Power television commercial and other printed marketing materials feature a yellow tang fish swimming under the sea to simulate cars in driving conditions. The 30-second television spot will air on national cable networks, such as ESPN, CNN, The History Channel and A&E Television.
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