Shell's Kevin Harvick Anti-Gunk Campaign

THE SHELL "STOP GUNKY BUILD-UP" campaign returns in January, this time featuring Nascar driver Kevin Harvick. In February, the gasoline retailer will add the "Un-Gunk Your Car" promotion.

The focus continues to be the company's commitment to fuel quality. The campaign will continue the current TV spots as well as adding two new spots, says a Shell spokesperson. One features Harvick, and the other spot brings back the "Shell Passionate Experts," the two serious Shell engineers in their white lab coats. The media buy includes network TV and national cable networks.
In conjunction with TV, Shell will also introduce a new online campaign, enhanced point-of-purchase materials, radio advertising, outdoor billboards and all-new promotions designed to drive traffic to Shell stations. All marketing components will reinforce last year's successful Passionate Experts program and educate motorists that "All gasolines are not the same."

Beginning Feb. 11, the "Un-Gunk Your Car" promotion will aim to drive traffic to stations and inside convenience stores. Through March 30, Shell customers who purchase a minimum of 10 gallons of gasoline will receive one free microfiber cleaning cloth specially formulated to help "un-gunk" the interior of their car (no fuel purchase required in New Jersey).

While supplies last, consumers will be encouraged to collect all three limited-edition versions of the cloth--"Shell V-Power Cleans Up Gunk," "Un-Gunk Your Car" and "I Hate Gunk" with Harvick's No. 29 logo. Each of the 23 million cloths will be accompanied by a 2008 Sprint Cup Series race schedule in support of the Shell relationship with Richard Childress Racing, Kevin Harvick and the 29 Shell-Pennzoil car.

The "Un-Gunk Your Car" promotion will be supported with national TV. The two spots to debut in January will be tagged with info that is specific to the promotion, says the spokeswoman.

Other media for the promotion includes online advertising, and POP materials, including pump toppers, pole signs, column banners, yard signs, building signs and register toppers. They feature the "Shell Passionate Experts" and include pictures of the microfiber cloth giveaway.

In addition to this promotion, Shell retail sites will continue to reinforce the "Stop Gunky Build-up" messaging.