HOUSTON -- Building off the momentum of 2007, the Shell "Stop Gunky Build-up" advertising campaign featuring the Shell Passionate Experts will continue in 2008.
In 2008, Shell will continue the current TV commercials in addition to debuting new TV spots featuring the Passionate Experts and NASCAR driver Kevin Harvick. Advertising will run on network TV and national cable networks throughout the year starting in January. In conjunction with TV, Shell will also introduce a new online campaign, enhanced point-of-purchase materials, radio advertising, outdoor [image-nocss] billboards and all-new promotions designed to drive traffic to Shell stations.
All marketing components will reinforce last year's successful Passionate Experts program and educate motorists about its message that "all gasolines are not the same."
Kicking off 2008 will be the "Un-Gunk Your Car" promotion, which will aim to drive traffic to Shell stations and inside convenience stores. From February 11 through March 30, Shell customers who purchase a minimum of 10-gallons of gasoline will receive one free microfiber cleaning cloth specially formulated to help "un-gunk" the interior of their car (no fuel purchase required in New Jersey). While supplies last, consumers will be encouraged to collect all three limited edition versions of the cloth: "Shell V-Power Cleans Up Gunk," "Un-Gunk Your Car" and "I Hate Gunk," with Kevin Harvick's No. 29 logo. Each of the 23 million cloths will be accompanied by a 2008 Sprint Cup Series race schedule in support of the Shell relationship with Richard Childress Racing (RCR), Kevin Harvick and the 29 Shell-Pennzoil car.
Karen Wildman, Shell brand and communications manager, said, "This year, the message will remain simple, providing us with the ideal platform to expand these themes into various marketing initiatives in 2008. We're excited to bring these programs to our network of wholesalers and retailers, and eventually, to the Shell customers."
The "Un-Gunk Your Car" promotion will be supported with national TV, online advertising, and point-of-purchase materials, including pumptoppers, pole signs, column banners, yard signs, building signs and register toppers. In addition to this promotion, Shell retail sites will continue to reinforce the "Stop Gunky Build-up" messaging.
Shell Oil Co. announced the brand's return to NASCAR in October through a multi-year primary sponsorship of Richard Childress Racing (RCR). Through the sponsorship both Shell and Pennzoil brands will be featured on the No. 29 Chevrolet Monte Carlo SS to be driven by Kevin Harvick in the 2007 NASCAR NEXTEL Cup series. Shell will also be the associate sponsor on other RCR cars including the No. 31 Cup car driven by Jeff Burton and the No. 07 Cup car driven by Clint Bowyer.
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