BP launches eco-fuel to rival Shell Optimax

BP is launching a premium fuel brand to rival Shell’s Optimax petrol, and is promoting it with a multi-million pound television campaign created by Ogilvy & Mather.

Called BP Ultimate, the brand was created by brand consultants Landor. The fuel is designed to burn better, thereby reducing emissions, increasing performance and reducing noise levels. It is available as both petrol and diesel. The brand will compete with Shell’s Optimax brand, launched two years ago.

The launch campaign for BP Ultimate starts with outdoor and London taxi advertising, followed by TV, radio and press next week. Media buying is by MindShare.

The TV ads feature people using their cars in unusual ways, such as a woman driving a people carrier while carrying a child on her back. The image then zooms back to show the planet earth and the fuel’s environmental credentials are revealed, which then fade to the new logo.

The new brand will be available at 100 petrol stations by the end of the week, and at all BP service stations by January 2004. BP Ultimate fuels will be sold alongside BP’s standard offering and forecourts will be partially rebranded in those areas where BP Ultimate is sold. BP plans to roll out the brand globally.

Landor was responsible for BP’s rebrand as “Beyond Petroleum” in 2000, as well as the new corporate image of an exploding sunflower to highlight its intentions of becoming more ecologically responsible.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here