BP to introduce gasoline to help cars run “younger for longer”
Friday 22 August 2008
BP Products North America Inc. said the roll-out of BP gasoline with Invigorate, a full-slate gasoline product that will reach 39 markets and approximately 5,000 sites this year, with plans for a complete launch in the product slate at all BP locations east of the Rockies by July 2009. BP is rolling out its largest product launch in the company’s history with the help of its partner agencies through a lifestyle campaign focusing on the “health benefits” of the product.
To help tell the story, BP partnered with professional surfer Ryan Helm, marathon runner Linda Quirk and mountain climber Wendy Booker. The three “Team Invigorate” athletes excel in their given sports despite their age or abilities, and exemplify the Invigorate product promise of feeling “younger for longer”.
BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through more than 12,000 BP and ARCO branded retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities.
