The 2008 campaign, which will be organized during June 2008 and September 2008, will feature all-new 3D images of ‘gunky valves’, the highlight of the enhanced point-of-purchase materials and a visual demonstration of the build-up that can be caused by low-quality discount gasoline.
Starting in July 2008, the campaign will be supported with national TV spots featuring the Passionate Experts and Kevin Harvick, along with radio, print, direct mail, online banners and billboards showcasing the multi-dimensional valves.
Karen Wildman, Shell brand and communications manager, said: The focus of the campaign is consistent, simple messages that compliment the current Passionate Experts platform. From the campaign launch in 2007 to present, we have educated motorists that engine gunk exists. Now its time to take this reality to the next level with enhanced materials and consumer promotions to continue to drive loyalty and site traffic to retail locations.
