WARRENVILLE, IL: BP Products North America recently launched its first full-scale lifestyle effort to show consumers how its new BP gasoline with Invigorate cleans and extends the use of engine parts, in the same way a healthy lifestyle contributes to a longer lifespan. The campaign, supported by GolinHarris, AOR for US fuels, will use athletes - professional and amateur - to demonstrate the healthy connection.
The new gas became available to consumers the first week of July, but the company will continue to roll out its "Younger for Longer" message over the course of five years to create brand awareness and excitement, said Linda Bartman, marketing communications manager for BP.
"A traditional product launch [for BP] hits... straight on and simply discusses gas," Bartman said. "[These tactics] are a way to help dialogue happen in a more natural fashion."
The first phase will target 39 key markets, east of the Rockies, where the gas provider is located, from July to October, said Gary Rudnick, EVP, managing director of the central region for Golin. The campaign will hit the remaining markets for the gas beginning in July 2009.
The company tapped three athletes over the age of 30, who "despite their age or abilities... exemplify the Invigorate promise of feeling 'younger for longer,'" Rudnick said. The athletes are Wendy Booker, a 53-year-old mountain climber, Linda Quirk, a 55-year-old marathon runner, and Ryan Helm, a 31-year-old professional surfer.
A mobile tour and interactive Web site will also aid consumer outreach. The mobile Invigoration Station will appear in 15 locations nationwide and provide consumers with the chance to participate in activities related to the athlete spokespeople, such as rock climbing.
"We've taken a nontraditional approach to selling fuel," Rudnick said. "Our goal is to build a relationship with our target consumer, and create the awareness and loyalty... that drives trial of the new product, BP gasoline with Invigorate."