$25M Effort Launches New Shell Fuel

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Shell Oil Products U.S., Houston, and marketing partner Motiva Enterprises LLC announced yesterday the debut of a $25 million ad campaign that includes direct mail to promote new Shell gasolines formulated to produce better mileage.


The new effort, centered on the message "Get better mileage," introduces the public to the gasolines and positions Shell as a brand that offers more value for the money. The campaign includes national and local print, television and radio advertising. The gasolines also will be promoted through public relations programs and other marketing materials such as outdoor, direct mail and point-of-purchase collateral.


J. Walter Thompson, the global advertising agency retained to promote the Shell brand, produced the new ad campaign, which incorporates the sea-branding approach unveiled last year.


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