brand strategy

BP Puts $500 Million in the Tank for U.S. Marketing

Posted by Mark J. Miller on February 2, 2012 05:45 PM

In April, it will be two years since the BP/Deepwater Horizon oil spill that dumped nearly five million barrels of the black stuff into the Gulf of Mexico. The folks at BP would like everybody to move along now.

To help ease that transition, the company — the second largest gasoline marketer in the US — plans to invest $500 million over the next two years for an American marketing push, according to Convenience Store News.

According to the report, the plan is centered around “a distinctive fuel offer, improved customer experience, and a more compelling loyalty rewards program” with the hope that the company can become the “No. 1 fuels marketer east of the Rockies” again.

“In 2012 and beyond, BP’s commitment to its branded marketers will be second to none in our industry,” said Doug Sparkman, president of BP’s East of Rockies Fuels Value Chain, at this week’s 2012 BP Amoco Marketers Association (BPAMA) Convention and Business Expo, an annual gathering of BP marketers taking place in Florida.

One part of the plan has the company relaunching its ad campaign for BP gasoline with Invigorate, which cleans your engine while you drive and improves the long-term health of a car, according to BP. This will be “the company’s first new fuels-related television commercials since 2009,” the site notes. This campaign will consist mostly of TV commercials but will also include “spot radio, digital support, local public relations activation and refreshed point-of-purchase materials,” CSN reports.

The company will also launch a Pump Rewards program at the start of March, which “will allow its customers to instantly redeem cents-per-gallon rebates by rolling back the price that appears at the gas pump,” CSN adds. With that launch will come the ability of BP marketers to “distribute one-time-use rebate numeric codes that can be entered directly at the pump, along with the option to produce third-party direct and bulk promotional cards that customers can personalize for their own site offers.”

Some of the marketing spend will train U.S. employees about the Pump Rewards system.

Its non-retail branding efforts this year includes being a sponsor at the London 2012 Summer Olympics, where it's supporting U.S. and British athletes.

Comments

Xandro Australia says:

I smell a rat - and it's a big one!

Fancy trying to patch things up buy trying to buy themselves out of the disaster - this is a disgrace and we all should NOT buy fuel from BP. They lied, tried to cover it up and fobbed of blame to someone else... ...in the end the BP brand got damaged.

Putting $500 million into the US Market will simply not work.

It's up to us all to continue to boycott BP and buy our fuel from someone else - it's the only way.

February 5, 2012 05:40 AM #

Comments are closed

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