Shell Canada Products

Shell Canada Products

April 26, 2010 13:40 ET

Shell Kicks Off 2010 Summer Driving Season With New "Protect Your Engine Against Gunk" Fuels Campaign

Campaign to Educate Consumers on the Protection Benefits of Shell Nitrogen Enriched Gasolines

CALGARY, ALBERTA--(Marketwire - April 26, 2010) - Shell Canada Products, building off the momentum of the Shell Nitrogen Enriched Gasolines launch in 2009, is kicking off the 2010 summer driving season with a national, multi-million dollar, multi-faceted marketing campaign to continue educating consumers on the benefits of using Shell Nitrogen Enriched Gasolines, including the premium grade Shell V-Power® gasoline, which helps provide maximum protection for optimum performance. Through exciting national advertising, various PR engagements and all-new point-of-purchase materials, Shell will emphasize the "Protect your engine against gunk" message with a continued focus on driving traffic to Shell-branded stations.

"The focus of our fuels marketing activities in 2010 is all about vehicle protection against engine gunk," said Diana Hamadeh, Shell Canada Communications Manager. "In today's economic environment, motorists are keeping their vehicles longer, so it's even more important to protect the investment people have made in their vehicles. In 2010, the protection benefits of Shell Nitrogen Enriched Gasolines will be emphasized during our Q2 national fuels program and throughout the year in key local markets in an effort to drive loyalty and site traffic to Shell-branded stations."

The national fuels program kicks off April 26 with "Protect Against Gunk" point-of-purchase materials at Shell-branded stations and national TV advertisements will appear featuring the Shell Passionate Experts. Additional marketing components will include: print and radio advertising, public relations activities and direct marketing campaigns. The program will run through the end of summer.

All marketing components will reinforce last year's successful Shell Nitrogen Enriched Gasolines launch campaign and communicate the benefits of the patented Shell Nitrogen Enriched Cleaning System, available in all 3 grades, which acts as a protective shield against the build-up of performance-robbing gunk. Elements will also emphasize the importance of continuous use of Shell Nitrogen Enriched Gasolines to help clean and protect critical engine parts while driving.

Shell will also support the Nitrogen Enriched Gasoline campaign with another strong AIR MILES offer. From April 26 to July 11, 2010, Shell customers will receive 10 times bonus AIR MILES reward miles on Shell V-Power® Gasoline and Shell V-Power® Diesel, and 3 times bonus reward miles on Shell Bronze and Silver gasoline grades and Shell Regular Diesel.

Aligned with the goal of educating consumers on the importance of using high-quality gasolines, Shell has become the official 2010 fuel sponsor of Carguide, World of Wheels and Canadian Autoworld magazines. All cars and trucks that undergo testing for these publications will be fuelled by Shell Nitrogen Enriched Gasolines, including the premium grade Shell V-Power® gasoline. As part of the relationship, the Shell brand will be seen across the magazines' print and online platforms.

For additional information on Shell Nitrogen Enriched Gasolines, visit:

Shell Canada Products
Shell Canada's downstream business is held and operated by a wholly owned partnership, Shell Canada Products, which manufactures, distributes and markets refined petroleum products across Canada. Shell Canada's three refineries convert crude oil into low sulphur gasoline and diesel fuel, aviation fuels, solvents, lubricants, asphalt and heavy fuel oils. Shell Canada Products supplies these products to retail, commercial and road transport markets through its Canada-wide network of Shell and private-branded retail and cardlock sites.

Disclaimer statement:
This announcement could contain forward-looking statements that are subject to risk factors associated with the oil, gas, power, chemicals and renewables business. It is believed that the expectations reflected in these statements are reasonable, but may be affected by a variety of variables that could cause actual results, trends or reserves replacement to differ materially, including, but not limited to: price fluctuations, actual demand, currency fluctuations, drilling and production results, reserve estimates, loss of market, industry competition, environmental risks, physical risks, risks associated with the identification of suitable potential acquisition properties and targets and the successful negotiation and consummation of transactions, the risk of doing business in developing countries, legislative, fiscal and regulatory developments including potential litigation and regulatory effects arising from recategorisation of reserves, economic and financial market conditions in various countries and regions, political risks, project delay or advancement, approvals and cost estimates.

Please refer to the Annual Report for the year ended December 31, 2009, for a description of certain important factors, risks and uncertainties that may affect the Shell Group's businesses.

Neither Royal Dutch Shell plc nor any member of the Shell Group undertakes any obligation to publicly update or revise any of these forward-looking statements, whether to reflect new information, future events or other information.

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