Shell Kicks Off Third Quarter With All-New 'Stop Gunky Build-Up' Fuels Campaign

Campaign Continues to Educate Motorists That 'All Gasolines are Not the Same'

HOUSTON, July 14 -- The Shell Passionate Experts campaign continues to take the lead in educating motorists about the importance of fuel quality through advertising and promotions in 2008. Beginning June 30 through September 28, the 2008 campaign will feature all-new 3D images of the "gunky valves," the highlight of the enhanced, all-new point-of-purchase (POP) materials and a visual demonstration of the build-up that can be caused by low quality discount gasoline. Starting in July, 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. All components reinforce the Passionate Experts program and educate motorists that "All gasolines are NOT the same."

"The focus of the campaign is consistent, simple messages that compliment the current Passionate Experts platform," said Karen Wildman, Shell brand and communications manager. "From the campaign launch in 2007 to present, we've educated motorists that engine gunk exists. Now it's 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."

Additionally, an all-new promotion will accompany the third quarter fuels campaign and bring new meaning to the "No. 29." Beginning August 4 through September 28, Shell will highlight the No. 29 Shell-Pennzoil car and offer customers the chance to win free Shell gasoline through the "Shell $2,900 Every Day Giveaway" promotion. At participating stations, customers will receive a scratch-and-match game card with any fuel purchase. Building off the stop gunky build-up theme, consumers need to scratch off the gunk on the valves to see what they have won. Plus, the game cards will feature online codes for more chances to win Shell fuel every 29 minutes and thousands of other prizes, including No. 29 Shell-Pennzoil merchandise autographed by Kevin Harvick and a limited edition 105th Anniversary Harley-Davidson(R) Motorcycle, XL Sportster 1200C. Consumers may also write in for a free game card. And in Maryland, New Jersey and Virginia only, Shell customers will have the chance to participate in the "Get a Free Race Cup" promotion while supplies last. There will be three different racing cups to collect.

The "Shell $2,900 Every Day Giveaway" will be supported with TV spots in August through September, including cable news, entertainment, sports and NASCAR broadcasts; radio spots in key markets; online banners; credit card statement inserts for Shell cardholders, and extensive point-of-purchase kits at the site and co-op radio and print ads for wholesaler use. "Get a Free Race Cup" will also include spot radio and co-op radio and print opportunities.

The "Stop Gunky Build-Up" theme will also be reinforced through the launch of Americans for a Gunk-Free Nation (AGFN), a movement focused on protecting the nation's engines by living gunk-free. AGFN will work to improve the state of vehicle health by living by the words of automotive expert, Sam Memmolo, "If you want your vehicle to feel good, you must fuel well!" Beginning in July, Sam Memmolo, or Dr. FuelGood(TM), will be travelling the country discussing the importance of vehicle healthcare.