Campaign: Launch of Shell Nitrogen Enriched Gasoline
PR Team: Shell (Houston, TX) and Edelman (Los Angeles)
Duration: March 2, 2009 – mid-April 2009
Budget: Under $500,000
When Shell launched its Nitrogen Enriched Gasoline product, the company and Edelman, the global AOR for Shell retail, sought to use new communications initiatives while leveraging the company's existing efforts. Last year's campaign with its messaging about “gunk,” the carbon deposits that gather and hinder engine performance, became a springboard for the new gasoline product, which will ...