CHICAGO -- Motorists can now fill up with BP gasoline with Invigorate, which is now available in the United States. BP said it developed this new fuel to help clean deposits from engines and give drivers more miles per tank.
BP announced the launch of the fuel at the BP Amoco Marketers Association (BPAMA) conference in Miami in February. It also said it would be upgrading its BP-branded network of convenience stores this year. BP’s branded marketers now have the opportunity to refresh their sites with brighter canopy lighting, new signs and a bolder paint scheme to improve curb appeal and enhance their customer experience.
The new formula, which the company called its “best fuel ever,” is based on patent-pending technology and has 10 times better protection against deposits versus ordinary fuel, the company said.
Developed over five years by BP fuel engineers, BP gasoline with Invigorate has been proven with more than 60 different methods, logging thousands of hours in engines and vehicles, it added. It was tested in both conventional (port fuel injector) and emerging (direct-injection) engine technology using rigorous scientific techniques.
An extensive advertising campaign promoting BP gasoline with Invigorate is slated to air throughout 2016. The TV and radio commercials feature a new character called “Orby,” a witty, bright green orb who informs consumers about the benefits of BP gasoline. Additionally, BP is making a significant investment in radio, highway signs, digital advertising, as well as signage at BP stations. Accompanying campaign elements in Spanish are included to complement the launch in select markets.
London-based BP is the single, global brand formed by the combination of the former British Petroleum, Amoco, Atlantic Richfield (ARCO) and Burmah Castrol. BP is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.
With U.S. headquarters in La Palma, Calif. (West), and Warrenville, Ill. (East), BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through more than 11,000 BP- and ARCO-branded retail outlets and supplies more than four billion gallons of fuel annually.
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