In today's 21th century everyone has appeared to be so involved in their health, and not just personal health but environmental health. BP being apart of the oil industry which is one of the most top criticized industries when it comes to destroying the environment, decided to take a big step forward in trying to become the number 1 producer of clean energy. Starting with the auto-industry and how drivers everyday base their decision on what gas is it there going to considered using. These types of considerations have a lot to take in mind with the number 1 question being what gas station has the cheapest gas? and what gas will last me the longest? Now it is true that gas will never be as environmentally friendly as electric cars which is the next big thing. But there are someways in which BP distinguishes there gas to be a better choice than other gas providers. Unlike other fuels; BP's Ultimate is a range of advanced performance fuels designed to better your vehicle whatever make or model. The high octane which made with a colorless flammable hydrocarbon of the alkane series obtained in petroleum refining and high cetane which is a colorless liquid hydrocarbon of the alkane series, used as a sovent are designed to burn more efficiently and clean your engine as you drive. This means that with BP Ultimate you can get more power, reduced exhaust emission and go further on a tank compared to ordinary fuels. Now in a human our heart is our engine and in a car the heart is the engine and just like we as humans suppose to keep our heart healthy same goes for the heart of a car. Unlike some fuels, BP Ultimate won't leave sooty deposits in your engine, in fact it is specially designed to break them down. This cleans and protects your engine to keep it fitter and healthier.
INVIGORATE
Discussed in the previous blog BP also introduces invigorate which is a fuel that BP's says help's cars run younger for longer by providing a vital cleaning effect on a car's fuel system. Family is the most important social institution for many consumers, strongly influencing values, attitudes, self concept, and buying behavior. The story behind Invigorate began in 2005, at a time when premium gasoline sales were falling across the industry. Gasoline became a big topic in workplaces and in family homes, and the message of a gasoline product that allowed the consumer to make their car younger again found a receptive audience. Rather than focusing solely on prices, an increasing number of people wanted value in their gas of choice and invigorate was well positioned to fulfill this demand. Kevin Phelan, senior vice president of marketing at BP, came up with the analogy of looking at your car as if it was you taking care of your body was developed. ''It's very much like taking vitamins'' Phelan continues, using gasoline additive to make a car feel younger for longer. The image of getting the car fit the way a person going to the gym wants to be ''The younger for longer'' message allowed BP to develop a strong message that related to the consumer. This linked to to putting good things in cars and helping your engine get healthier, to putting good things in your body and promoting a longer and healthier life. This type of message allowed the company to go into the markets in unconventional ways. BP undertook an 'Invigorate mobil tour' which visited cities throughout the U.S, raising awareness among consumer's about the product, while providing unique consumer activities. This campaign was focused on building deeper relationships with the consumer. Naturally this tour took into account public perception of BP following the Gulf Of Mexico oil spill.
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