Shell unveils new ’green’ petrol

Shell is testing its first branded petrol since the disastrous launch of a petrol that caused engine damage 12 years ago.

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.


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