Dara Torres Swims With BP

Published in CSP Daily News

Will help promote Invigorate gasoline

WARRENVILLE, Ill. -- BP Products North America has enlisted five-time Olympian Dara Torres to help raise awareness of BP gasoline with Invigorate. BP gasoline with Invigorate cleans and protects and helps your car run younger for longer. As part of the company's largest product launch to date, BP approached Torres to be the newest face of its "Team Invigorate" to inspire others to live "younger for longer" in support of the product promise behind BP gasoline with Invigorate.

Defying the odds at the age of 41, Torres won three silver medals at the 2008 Beijing Olympic Games. [image-nocss] Competing against women half her age, Torres knows the winning combination of health and wellness. As one of the most accomplished swimmers in history, Torres' amazing story will bring BP gasoline with Invigorate into the national spotlight by telling her story alongside fellow Team Invigorate members surfer Ryan Helm, marathoner Linda Quirk and mountain climber Wendy Booker.

"We're thrilled to have Dara Torres join the team as the national face of BP gasoline with Invigorate," said Linda Bartman, BP marketing communications manager. "As a world-renowned athlete, Dara's inspiring 'younger for longer' story will help consumers make a relatable connection to the brand, bringing the lifestyle campaign and benefits of the product to life for a whole new audience."

To educate consumers on the benefits of BP gasoline with Invigorate, BP continues its lifestyle approach of establishing message relevance by comparing human health and wellness to vehicle health and wellness. "We are seeing consumers holding on to their vehicles for a longer period of time," said Kevin Phelan, senior vice president of fuels marketing and cards for BP. "There is a need to educate consumers on how to drive more efficiently which means tips on tire pressure, maintenance schedules, fluid levels and knowing that the type of fuel you use does make a difference in how your vehicle will perform. Similar to your body, eating right or in the case of a car, putting quality fuel in the tank of a new or old car, does pay off in the long-run. Dara will help us educate consumers on the benefits of BP gasoline with Invigorate in a very relatable way."

Team Invigorate will communicate the BP gasoline with Invigorate message through print, TV, radio and digital media. The complete rollout of BP gasoline with Invigorate will also consist of new and refreshed site treatment along with a new marketing plan.

BP introduced BP gasoline with Invigorate in all three grades-Regular, Mid-Grade and Amoco Ultimate-to consumers in 2008. Since the launch, BP's marketing campaign has delivered more than one billion media impressions. As a result, brand awareness and recall of the product benefits have increased significantly, the company said. Brand tracking data shows there has been a significant increase in consumer perception of the quality of BP fuel. BP will complete the launch of the product by July 2009.

BP markets more than 15 billions of gasoline every year to U.S. consumers through more than 12,000 BP and ARCO retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities. BP is the single, global brand formed by the combination of the former British Petroleum, Amoco Corp., Atlantic Richfield (ARCO) and Burmah Castrol.

In other sports-related news, Sports Illustrated and Alliance, a RockTenn company, have teamed up to offer a Brand Graphiti peel-and-stick poster of racing superstar Danica Patrick with the purchase of the 2009 Sports Illustrated Swimsuit Edition. The 10-inch by 13-inch posters of the IndyCar Series driver, Danica Patrick, wearing a white bikini, are available at participating 7-Eleven stores along with the release of the magazine. This promotion is not available in the state of Florida.

7-Eleven is an associate sponsor of Danica Patrick and a primary sponsor of Andretti Green Racing's Team 7-Eleven IndyCar and driver, Tony Kanaan.

"Our annual Swimsuit Edition has an extremely loyal fan base," said Troy Stratton, director of retail display, Time/Warner retail sales and marketing. "Alliance has developed a high-quality poster of Danica Patrick and we're excited to bring this value-added offer to our readers through 7-Eleven stores."

Each participating 7-Eleven store has received only 25 copies of the posters as a giveaway to shoppers who purchase the magazine. About 151,000 Brand Graphiti peel-and-stick vinyl posters were printed for nationwide distribution.

"We expect this poster to be extremely popular with SI and Danica fans and to drive rack sales at 7-Eleven stores," said Lyle Einstein, director of business development for Alliance. "Brand Graphiti peel-and-stick products are an innovative, high-impact, low-cost branding solution for marketers. This poster is a great giveaway and a great opportunity for shoppers to become familiar with Brand Graphiti."

Like all Brand Graphiti decals, the Danica Patrick poster is a photo-realistic, self-adhesive graphic that can be easily applied, removed and reapplied without damaging walls or leaving behind sticky residue. The decals can be applied to any clean, dry flat surface.

Norcross, Ga.-based Alliance is an in-store marketing solutions provider that develops both promotional and permanent displays and packaging programs supported by marketing services for major consumer packaged goods and services companies and retailers. RockTenn is a manufacturer of paperboard, containerboard, consumer and corrugated packaging and merchandising displays.