BP Makes Green Marketing Push

BP is fueling a coordinated marketing push designed around sustainability issues, reports the In-Store Marketing Institute.

Titled "Helios Power," the campaign employs themes of creativity, environmental consciousness and emotional connection under the tagline, "A little better." The creative appears in TV spots, print ads, in-store signage, outdoor pole signs and headers on fuel pumps. According to BP, the target audience consists of 22- to 44-year-olds, with 60% having at least one child at home.

P-O-P materials in stores includes signage and ceiling mobiles featuring animated characters and the tagline. The chain is supporting the launch with incentive offers for shoppers. Alternating by month, giveaways include branded sunflower seed packets with the message, "Plant a sunflower and make the world brighter," through April; character trading cards and wallets in May; and children's activity books in June.

To demonstrate its environmental awareness, BP has also opened a "Helios House" in Los Angeles, a gas station certified by the Leadership in Environmental Energy and Design rating system that utilizes green technologies and offers environment and sustainability tips throughout the store and on fuel dispensers.

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