Shell is testing its first branded petrol since the disastrous
launch of a petrol that caused engine damage 12 years ago.
Pura, a petrol that contributes to cleaner air, was introduced in
Ireland in October. A TV campaign by J Walter Thompson focuses on better
air quality once consumers use Pura. There are plans to launch Pura in
the UK and Europe, although no date has been fixed.
Mike Harle, marketing manager for Shell UK and Ireland, said: ’Pura is a
premium petrol brand that is aimed at the younger, more
environmentally-aware consumer. It is more expensive but has been very
successful in Ireland, and is being evaluated for the UK and European
Harle admitted that Shell’s task of trying to brand petrol is difficult
as consumers are very sceptical.
Shell’s last attempt to brand petrol caused it much embarrassment. In
1986 it launched Formula Shell which was said to improve engine
performance but contained additives that caused engine damage in some
- Total’s merger with Petrofina is likely to result in the Fina chain
being rebranded as Total in the UK and the majority of countries, where
it is stronger. Total will consolidate its customer loyalty programmes,
and will retain the Fina brand in countries where it is best known.