BP unveils range of ‘cleaner fuels’

BP Amoco is launching a range of “cleaner fuels” including Greener Diesel, liquefied petroleum gas (LPG) and an unleaded fuel to replace 4-Star.

The launch of the range will be backed by a worldwide advertising budget worth up to 100m, through BP Amoco’s ad agency Doner International. Doner is reported to have won the business after a pitch against M&C Saatchi, which had run ads announcing the merger of BP and Amoco.

The launch is part of chief executive John Brown’s aim of reducing greenhouse gases and other pollution through the company’s products.

He says: “We can show, year by year, that the products we supply contribute to a progressive improvement in air quality without denying people the fundamental freedom of mobility. The combination of mobility and choice is our green agenda.”

The global activity starts in the UK with this week’s launch of low-sulphur Greener Diesel, supported by a 1m campaign through the press and on forecourts. It was created by direct marketing agency Claydon Heeley International.

LPG, which is available at two sites in the UK, will be extended to 70 sites this year and 300 over five years. It is one third cheaper than standard petrol, but can only be used in a handful of vehicles.

The lead replacement product will be introduced to co-incide with the phasing out of 4-Star at the end of this year, for use in the 12 per cent of cars which do not run on unleaded fuel.

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