The gas giant, which operates under the Esso brand in Europe, will market the fuels under the umbrella brand Energy. The products will be available in Supreme, Unleaded and Diesel variants and will be promoted as high-performance formulations, which are better for cars and more environmentally friendly.
The company plans to roll out the fuel to its 1200 petrol stations in the next few months to close the gap on BP and Shell, which have beaten it to market with premium fuels. Shell Optimax was the first to launch in the UK in 2001, with BP introducing Ultimate in 2003.
Esso is investing £4m in a launch marketing campaign that will use the strapline 'We're drivers too'. The work is also being considered for global use. The activity, developed by DDB London, includes outdoor ads using images such as a feather duster emerging from the nozzle of a petrol pump.
A TV ad will show people obsessively cleaning their cars to the voiceover 'Now you can put some care into the inside'.