New Shell V-Power NiTRO+ Premium Gasoline: Consumers Benefit from 100-Year Fuels Heritage

HOUSTON, June 2, 2015 /PRNewswire/ -- Shell today announced it is embarking on its largest campaign ever to promote new Shell V-Power NiTRO+ Premium Gasoline in the U.S. This campaign sets an impressive new standard for a business that has largely shied away from the big-budget advertising spotlight. In fact, Shell is investing three times the marketing spend of previous campaigns in recent years with this launch, one of the largest in industry's history.

"We are investing bigger than ever before because we have a real fuels technology breakthrough with our new Shell V-Power NiTRO+ Premium Gasoline. We want the 220 million drivers across America to know that not all gasolines are the same; and certainly not all premium gasolines are the same," said Elen Phillips, Vice President, Shell Americas Fuels Sales and Marketing. "When we were talking about how to launch such a breakthrough in fuels technology, we knew we had to go big and create a disruptive, holistic marketing campaign."

The company's objective is for the campaign to look and feel different than anything else in the industry. It includes a national TV commercial that marries a crew of Hollywood talent, a Hollywood director and the world's leading CGI (computer generated imagery) company. Plus, we have a LiveNation partnership with activations across the U.S.

It's all to introduce a new breakthrough fuel called Shell V-Power NiTRO+ Premium Gasoline. It provides the BEST TOTAL engine protection you can get.

With new Shell V-Power NiTRO+ Premium Gasoline, Shell has a new competitive advantage that further differentiates the company from the competition. Shell's innovative spirit and fuels development heritage has resulted in BMW M recommending Shell V-Power NiTRO+ Premium Gasoline for its BMW M and BMW M Performance Automobiles.

With its unique formulation designed to deliver unbeatable protection against gunk and corrosion on critical engine parts and superior protection against engine wear, Shell V-Power NiTRO+ Premium Gasoline is seen as an ideal partner for BMW M and BMW M Performance Automobiles.

100 BMWS IN 100 DAYS
Celebrating 100 years of selling Shell fuels in the U.S., the new breakthrough fuel formulation, and BMW M's recommendation of Shell V-Power Nitro+ Premium Gasoline for its BMW M and BMW M Performance Automobiles, Shell is giving away 100 BMW 320i sedans in 100 days starting June 1. Members of the Fuel Rewards Program are eligible to enter to win one of the 100 BMW sedans. The promotion ends September 8, 2015. On the 100^th day, all previous non-winning entries will be entered for a grand prize that includes free fuel for a year.

THE STARTING LINE: TIMES SQUARE
And to get the word out about new Shell V-Power Nitro+ in a big way, Shell is converting a portion of Military Island plaza in iconic Times Square into a 'pop up' Shell station. This unique display is aimed at showcasing the new breakthrough in fuels technology and debunking commonly held myths about gasoline.

Spectators are welcome to join in the fun – participate in interactive challenges enabling them to enter to win a brand-new BMW 320i, catch a glimpse of fuel blending demonstrations, and take a virtual reality fuel journey through an engine view using Oculus-powered Samsung Gear.  And there will be nine eye-catching vehicles – from vintage to innovative – on display with car collectors discussing their love of driving and the evolution of premium fuel.

Television host Carson Daly will kick-off a 1:15 p.m. (EST) ceremony – joined by special guests Helio Castroneves, driver of the No.3 Shell V-Power Nitro+ Dallara/Chevrolet; Guy Lovett, Shell Technology Manager for Ferrari; Shell and BMW leadership –  to kick off a 3,000-mile, coast-to-coast Shell V-Power Nitro+ Drivers Relay.

SHELL V-POWER NITRO+ DRIVERS RELAY
After the Times Square event, Shell will take its fuel launch on the road with a cross-country relay in a BMW M3 fueled with the new Shell V-Power NiTRO+ Premium Gasoline. Joining Shell for the ride will be Chicago Bears Running Back Matt Forte, auto racing team owner Bobby Rahal, John Hennessey of Hennessey Performance, boxing legend Sugar Ray Leonard and world champion racing driver Mario Andretti. The Shell Dual Fuel Car will also make the journey. The Dual Fuel car is unique in that uses two fuels simultaneously. It features a 6-cylinder engine with three cylinders running on new Shell V-Power Nitro+ Premium Gasoline and three cylinders running on competitive premium gasolines. This vehicle is designed to show the performance differences in a head-to-head comparison within one car driving in the exact same conditions. Relay experiences and conversations will be captured and shared in real time through social channels.

The Shell V-Power NiTRO+ Drivers Relay will conclude in Los Angeles on Tuesday, June 9, where Mario Andretti, John Hennessey and Shell scientists will be joined by noted auto enthusiast Jay Leno at his iconic garage. They will open the engine of the Dual Fuel Car to evaluate how both fuels impacted the car's performance during its cross country journey.

For more information, visit www.shell.us/vpower or follow @Shell_OnTheRoad.

Cautionary note

The companies in which Royal Dutch Shell plc directly and indirectly owns investments are separate entities. In this presentation "Shell", "Shell group" and "Royal Dutch Shell" are sometimes used for convenience where references are made to Royal Dutch Shell plc and its subsidiaries in general. Likewise, the words "we", "us" and "our" are also used to refer to subsidiaries in general or to those who work for them. These expressions are also used where no useful purpose is served by identifying the particular company or companies. ''Subsidiaries'', "Shell subsidiaries" and "Shell companies" as used in this presentation refer to companies in which Royal Dutch Shell either directly or indirectly has control. Companies over which Shell has joint control are generally referred to as "joint ventures" and companies over which Shell has significant influence but neither control nor joint control are referred to as "associates". The term "Shell interest" is used for convenience to indicate the direct and/or indirect ownership interest held by Shell in a venture, partnership or company, after exclusion of all third-party interest.

This announcement contains forward looking statements concerning the financial condition, results of operations and businesses of Shell and the Shell Group. All statements other than statements of historical fact are, or may be deemed to be, forward-looking statements. Forward-looking statements are statements of future expectations that are based on management's current expectations and assumptions and involve known and unknown risks and uncertainties that could cause actual results, performance or events to differ materially from those expressed or implied in these statements. Forward-looking statements include, among other things, statements concerning the potential exposure of Shell and the Shell Group to market risks and statements expressing management's expectations, beliefs, estimates, forecasts, projections and assumptions. These forward looking statements are identified by their use of terms and phrases such as "anticipate", "believe", "could", "estimate", "expect", "goals", "intend", "may", "objectives", "outlook", "plan", "probably", "project", "risks", "seek", "should", "target", "will" and similar terms and phrases. There are a number of factors that could affect the future operations of Shell and the Shell Group and could cause those results to differ materially from those expressed in the forward looking statements included in this announcement, including (without limitation): (a) price fluctuations in crude oil and natural gas; (b) changes in demand for Shell's products; (c) currency fluctuations; (d) drilling and production results; (e) reserves estimates; (f) loss of market share and industry competition; (g) environmental and physical risks; (h) risks associated with the identification of suitable potential acquisition properties and targets, and successful negotiation and completion of such transactions; (i) the risk of doing business in developing countries and countries subject to international sanctions; (j) legislative, fiscal and regulatory developments including regulatory measures addressing climate change; (k) economic and financial market conditions in various countries and regions; (l) political risks, including the risks of expropriation and renegotiation of the terms of contracts with governmental entities, delays or advancements in the approval of projects and delays in the reimbursement for shared costs; and (m) changes in trading conditions. All forward looking statements contained in this announcement are expressly qualified in their entirety by the cautionary statements contained or referred to in this section. Readers should not place undue reliance on forward looking statements. Additional factors that may affect future results are contained in Shell's 20-F for the year ended 31 December 2014 (available at www.shell.com/investor and www.sec.gov ). These factors also should be considered by the reader.  Each forward looking statement speaks only as of the date of this announcement, 1 June 2015. Neither Shell nor any of its subsidiaries nor the Shell Group undertake any obligation to publicly update or revise any forward looking statement as a result of new information, future events or other information. In light of these risks, results could differ materially from those stated, implied or inferred from the forward looking statements contained in this announcement.

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SOURCE Shell Oil Company

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