Shell launches Super Unleaded replacement with £4m campaign

Shell is to make its most ambitious launch in the UK market for two decades, when its new unleaded petrol – Shell Optimax – goes on sale this week.

The launch is to be backed by a &£4m advertising spend, which will see Shell return to television advertising for the first time in two years. The ads will break on September 14 and have been created by Shell’s ad agency J Walter Thompson.

Initially, the Optimax brand will be sold at 640 service stations in London, the South-east, the Midlands and the North-west. It will replace Shell’s Super Unleaded brand at the pumps.

A spokesman claims the new fuel is cleaner than Super Unleaded because it has a higher octane level. He adds that Shell is aiming to increase its unleaded market share.

The ads are part of Shell’s ethical global branding strategy. They will focus on underwater life.

The product has already been launched in Australia, Canada and Hungary.

Shell brand and communications manager for Europe Andrew Blazye says Optimax is being launched in response to consumer demand. Last week, Shell dropped its incumbent media agency, CIA, from the shortlist for its &£87m global media planning and buying account. Those left on the list include Initiative Media, Media Edge and MediaCom. A decision is expected by November.

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