BP must have a healthy belief in the prosperity of the American consumer - against the backdrop of retail prices that average above $4.40/gal for premium, the company just launched a new campaign designed to pump up sales of Amoco Ultimate. Meanwhile, it continues to believe that there are ways to leverage the Internet, both in terms of administering to marketers' needs as well as to consumer preferences. The company launched a new advertising campaign east of the Rockies last week that targets mostly 18-49 year old men. Print ad insertions touting fuel quality will run in magazines that include Car and Driver, Hot Rod, Motor Trend, Men's Health, Men's Journal, and Popular Mechanics. Ads will feature gas caps that present messages that include: "When you don't fill me with Amoco Ultimate, I feel dirty all over," or "Your engine would like to inform you, she's bored. And, a little dirty."
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