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Shell Fires Up 2010 Fuels Campaign

HOUSTON -- Building on the momentum of its 2009 campaign focused on Shell Nitrogen Enriched Gasolines, Shell Oil Products US kicked off its 2010 campaign, a multi-million dollar, multi-faceted marketing campaign that seeks to educate consumers on the benefits of using Shell Nitrogen Enriched Gasolines, including its premium grade Shell V-Power gasoline.

The message -- "Protect your engine against gunk" -- will be showcased through national advertising, grocer rewards programs, quarterly PR engagements and all-new point-of-purchase materials, with a focus on driving traffic to Shell-branded retail fuel stations and convenience stores, the company stated.

"The focus of our fuels marketing activities in 2010 is all about vehicle protection against engine gunk," Karen Wildman, Shell brand and communications manager, said in a statement. "In today's economic environment, motorists are keeping their vehicles longer, so it's even more important to protect the investment people have made in their vehicles. In 2010, the protection benefits of Shell Nitrogen Enriched Gasolines will be emphasized during our Q1 national fuels program and throughout the year in key local markets in an effort to drive loyalty and site traffic to Shell-branded stations."

The first quarter efforts launched Dec. 28, 2009, with "Protect Against Gunk" point-of-purchase (POP) materials at Shell-branded stations. On Jan. 4, 2010, national TV and radio advertisements featured the Shell Passionate Experts, according to the company.

A new marketing element includes a 15-second Shell Nitrogen Enriched spot for use at Shell-branded stations and local store marketing elements, including a direct mail campaign.

The program reinforces the benefits of the patented Shell Nitrogen Enriched Cleaning System, which acts as a protective shield against the build-up of performance robbing gunk, the company stated.

Also this year, Shell will place a strong emphasis on consumer loyalty through gas discounts with industry-leading grocer reward programs and flexible payment options, such as its Shell Family of Cards, according to the company.

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