BP Promotes Its Premium Grade

New ad campaign highlights Amoco Ultimate With Invigorate
Photograph courtesy of BP

HOUSTON —BP has launched a new ad campaign for its Amoco Ultimate With Invigorate premium grade, touting its mileage benefits.

BP launched BP gasoline with Invigorate to the United States in 2016, at the time describing it as its “best fuel ever,” offering 10 times better protection against deposits vs. ordinary fuel. Its premium grade—branded Amoco Ultimate With Invigorate—has the highest levels of BP’s Invigorate additive, which enables it to provide 20 times better protection against engine-deposit formation compared to minimum-detergent fuels, according to BP. All of BP’s grades of gasoline are Top Tier certified, meaning they have detergent levels that exceed the federal minimum standard.

In the new ad campaign, which is running from June 17 to Sept. 30, BP emphasizes how Amoco with Invigorate optimizes an engine’s performance from the harmful effects of deposits from minimum-detergent fuels, depending on the type of vehicle and how it is driven. The ads also emphasize BP’s claim that “no gas gets better mileage.”

BP is also including the Amoco logo in the ads with language that cites the exclusive availability of Amoco with Invigorate at BP and Amoco-branded sites. The campaign will include TV, radio, digital and paid social-media components in all of BP’s markets. Click here to see a TV spot that is part of the campaign, and click here to listen to one of the radio spots.

Houston-based BP is promoting its premium grade of gasoline as ExxonMobil, Shell and Chevron have announced reformulations of or an emphasis on their premium blends. Forecasts are predicting greater demand for premium as automakers introduce vehicle models with more fuel-efficient, turbocharged and gasoline direct-injection engines that run best on high-octane fuel.

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