Shell Prepares To Roll Out $40 Mm Fuel Campaign

摘要

Shell is two weeks from launching a new fuel marketing push, but this year's campaign will be different - there'll be no promotions and sweepstakes, just a $40 million ad blitz that will run through year's end. Shell will tout its new "nitrogen-enriched" gas as a step-up from previous additives. The new formulation involves a proprietary, patented molecule that Shell says will "seek out and destroy" engine gunk and keep engines clean. It will be in all three grades, but premium will contain twice as much of the molecule. "With today's direct injection engines, there's more heat and that can lead to thermal breakdown of additives. The additive is designed to resist that," says Dan Little, Shell's U.S. fuels marketing manager.