RD Royal Dutch Petroleum Company

Shell Announces National Communications Campaign to Promote Shell V-Power(R) Television, Radio, Print, Outdoor and Online Advertising Campaign to Support America's No. 1 Selling Premium Gasoline HOUSTON, June 29 /PRNewswire/ -- Shell Oil Products US, marketer of the No. 1 selling brand of gasoline in America, today announced a $25 million national advertising and communications campaign to support Shell V-Power, the company's premium-grade gasoline. Specially formulated to actively clean your engine for better performance, Shell V-Power removes carbon deposits that can build up on critical engine parts, specifically intake valves and fuel injectors. Last year's launch of Shell V-Power proved to be extremely successful for the company thanks to strong consumer purchases of the product, which helped make Shell V-Power America's best selling premium-grade gasoline. To build on that success, Shell will continue its efforts this summer with a campaign that will feature national print and television advertising as well as additional support in key Shell markets. "Shell V-Power owes its initial success to a combination of exceptional product appeal and a sharply-focused marketing message 'Actively cleans as you drive,'" said Karen Wildman, brand and communications manager for Shell Oil Products US. "This year, we're building on the Shell V-Power theme with a campaign reminding consumers of the importance of a clean engine and the impact that can have on performance. Shell V-Power's new marketing tagline, 'Actively cleans for better performance,' is a message consumers have told us is compelling to them; and that's exactly what Shell V-Power does." The 2005 campaign will use a broad range of marketing outlets to take this important message to motorists nationwide. The campaign will utilize a mix of marketing channels to increase product awareness, deliver key messages and drive trial of the product. Thirty and 15-second television spots will air on national cable networks, such as ESPN, CNN, The History Channel and A&E Television. In addition, the rollout of the campaign will be supported with a national point-of-purchase program as well as a mobile marketing tour, public relations programs and a direct-mail promotion. Online banner ads and an online sweepstakes will be utilized to drive traffic to http://www.shellvpower.com/ , an informational Web site designed to educate consumers on how the product works as well as provide them with useful tips. There will be additional support in key Shell markets where Shell and its operators will relay messages to customers first-hand through a mobile marketing tour and on-site activities. The tour will offer consumers the chance to win free gasoline as well as give them an entertaining way to learn about Shell V-Power. The tour will feature a super-modified Cadillac Escalade EXT complete with Formula One video game stations, trivia games and Shell V- Power customized Segways to help put a human face on the Shell brand. And, the company will use its more than 13,000 Shell stations to engage directly with customers through point of purchase materials. Finally, Shell station owners and operators are invited to implement customized promotional and advertising programs to remind drivers in their area about the products benefits. Since the start of Shell's fuels marketing campaign in 2002, the percentage of customers who perceive the Shell brand as having high-quality products has doubled. "That's a huge achievement in a market where many consumers are saying all gasolines are the same," Wildman says. "Shell V- Power can make a difference in their engines' performance by removing carbon deposits left by low-detergent gasoline." Since 1997, Shell has launched the Shell V-Power brand or similar premium fuels in more than 50 countries worldwide, including Canada, Brazil, Germany and Australia. To support the product launches in these countries and the United States, Shell developed a successful global advertising campaign that could be adapted easily to individual international markets. In addition, the Shell V-Power campaign builds upon a successful branding strategy focused on sea imagery to capitalize on the brand equity of the company's seashell-shaped logo and convey the dynamic attributes of water -- movement, flexibility, diversity and strength. The Shell V-Power television commercial and other printed marketing materials feature two yellow tang fish swimming under the sea to simulate cars in driving conditions. Shell V-Power is currently available at Shell stations nationwide. For more information on Shell gasolines, please log onto http://www.shellus.com/ or http://www.shellvpower.com/ Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of nearly 7,000 branded gasoline stations in the Western United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc., which refines and markets branded products through 10,000 stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RDNYSE:SC). For more information, please visit http://www.shell.com/ . DATASOURCE: Shell Oil Products US CONTACT: Shell Media Line, +1-713-241-4544, or Anne Peebles of Shell Oil Products US, +1-281-874-8290, or +1-713-241-1584 Web site: http://www.shellus.com/ http://www.shellvpower.com/ http://www.shell.com/

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