Shell Debuts $25 Million Campaign

Shell Oil Products US is launching a $25 million campaign to promote new gasolines formulated to give better mileage.

The campaign includes P-O-P materials, direct mail and outdoor, print, television and radio advertising.

Packages containing P-O-P materials were sent to 11,000 sites, each customized to fit the profile of the Shell station, retailer or wholesaler. Some of the materials—pole signs and lawn stakes—are concentrated at "curb level," to catch passersby's attention. Once in the station, pump toppers give more information about the fuel and reinforce the message seen at the curb.

"If you think of the real estate out there, that's really an opportunity to talk to the consumer," said Karen Wildman, Shell's manager, national advertising and brands.

If a customer goes inside to pay, counter cards with brochures are available and the cashier wears a button that reads: "Ask me about better mileage."

During August and September, promotional materials will be inserted into credit card statements targeting core customers. The direct mail portion of the campaign reaches existing customers and prospects in September and October and will mirror the P-O-P and other advertising pieces and include coupons for trial.

J. Walter Thompson, Houston, handles all of the general audience advertising. SWG&M Advertising, Austin, TX, handles Hispanic and African-American efforts.