VP Racing Fuels Goes 'Edgy' to Promote Retail Brand

Published in CSP Daily News

New music video pushes boundaries of marketing support

SAN ANTONIO -- VP Racing Fuels has released a teaser for a music video due for release this month that the company said serves up an example of the "edgy" attention-getting marketing support its new retail partners can expect from the company's branding program.

In addition to video clips from the upcoming music video, the teaser features scenes from the recently completed photo shoot for VP's annual calendar poster.

"In the context of our retail brand program, VP stands apart from the major brands and oil refiners, given our historical roots in racing and reputation among performance enthusiasts. VP is known for leading-edge fuel technology, 'Makin' Power' and having fun, and these videos are a great illustration of that last component," said Alan Cerwick, president of VP Racing Fuels.

"With VP's widespread presence throughout the motorsports landscape, no corporate bureaucracy and independence from refiners, our marketing can adopt a cutting edge attitude and leverage social media in a way that major brands can't follow," said Steve Scheidker, director of marketing for VP Racing Fuels. "Through our involvement in motorsports, our existing audience already skews toward a younger demographic and this will carry over to our retail branding program through efforts such as our upcoming music video. This will be to the long-term benefit of our brand partners as we cultivate new customers at a young age and hopefully retain them for a lifetime."

Cerwick added, "This type of marketing support and the other benefits of our retail brand program are clearly resonating with distributors and dealers as our program continues to gain traction. We have dozens of c-stores either re-imaged or in the process, with many others entering the pipeline daily."

In addition to cutting-edge marketing, VP's program offers substantial expense reductions through the industry's lowest credit-card rate along with sourcing unbranded fuel. It also offers several new revenue streams for retailers with VP performance products ranging from VP101, a street legal unleaded performance fuel and VP Fuel Cubes stocked with five-gallon pails of VP's off-road racing fuels, to five-gallon plastic VP Motorsport Containers and VP "Madditive" performance chemicals for street vehicles.

"VP's new partners see the coming changes in the fuel industry and understand the importance of partnering with an organization like VP Racing Fuels and our game-changing brand program," said Cerwick. "Their buy-in validates the strength of the VP brand and our ability to deliver the biggest competitive advantage to date."

San Antonio-based VP Racing Fuels is a leader in race fuel technology for every form of motorsports. It is the Official Racing Fuel of NHRA Championship Drag Racing, American Le Mans, World of Outlaws Sprint Cars and Late Model Series and Rally America, among more than 60 VP-sponsored series and sanctioning bodies. In addition to racing fuels, VP's product line includes VP Small Engine Fuels, formulated specifically for two-cycle and four-cycle portable gas-powered equipment and PowerMaster hobby fuels for radio-controlled (R/C) Racing.