Advertising and PR of Oil and

Gas Brands

Presented By:
Mihir (20091025)
Nallinikanth (20091026)
Sushant(20091052)
 Rationale of Advertising & PR

Display product specifications

To make one’s products stand apart amongst the
range of products competing
Communicating brand’s value proposition
Building good relationships with various publics
Developing favorable corporate image
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
 Case: British Petroleum (BP)

1930’s
 Posters on company lorries
 Color posters introduced for the first time
 Dominant theme throughout the 1930’s was ‘horse-power’
 Print advertisements in journals: The Autocar and The Motor
Cyclist
 BP Plus changed to BP ethyl
 Wit and humor were used :
 ‘She’ll never say no . . . on BP Ethyl’
 Racing success and speed records achieved using BP products
also featured prominently in the advertising

 Case: British Petroleum (BP)

1950’s:
 ‘Solus’ sites: Only one brand was available
 Thus advertising targeted towards dealers and garage owners
 tokens, free gifts and trading stamps dominated
advertisements
 Advent of television lead to mass advertising
 The BP Superman advertising theme made its first appearance
in 1954

 Case: British Petroleum (BP)

Between 1977 and 1988 saw the long running BP corporate

advertising campaign of 6 commercials – ‘BP at its best’.
1984 : ‘Spot the Shield’
The objectives: BP was a successful British company and
involved in a wide variety of activities.
At the same time in BP Australia launched its ‘Quiet
Achiever’ campaign
During the late 1980s the focus shift from press to TV
By 1988 the campaign was no longer pertinent as BP was
more than just a British Company it was now a major
international player
 Case: British Petroleum (BP)

1989 : launch of the corporate advertising campaign

‘For all our tomorrows’
A series of commercials which were scripted in the
minimum of alteration for local markets
The most memorable campaigns was ‘BP On the Move
’
13 different ad campaigns running in Europe alone
Evolution of logo at BP
 PR plays a role…

Maintaining the public image and brand of the

company in crisis
15 people died and 170 people were injured during the
explosion in early 2005, which took place at BP’s
stations in Texas
According to Los Angeles Times, The Occupational
Safety and Health Administration has fined British
oil company BP $87.4 million, the largest penalty
the federal agency has ever issued for safety
violations (www.latimes.com).
 Other Global Majors

Largely same pattern follows in terms of advertising

and PR
Exxon Mobil as a brand
 Advanced bio-fuel campaign
 Saves gas Protects engine campaign
Shell as a Brand
 Shell Brands International develops campaigns for Shell
group
 Responsible energy campaign
 Made to move campaign
 Indian Majors

More stress laid on TV commercials for advertising

products
Brand ambassadors play a role on advertising:
 HPCL: Sania Mirza
 IOCL: Irfan Pathan, Yuvraj Singh, Anil Kumble
 BPCL: Mahendra Singh Dhoni, Narain Karthikeyan
Companies are still relying on efficiency and product
specifications like Octane levels, etc. to promote
their products.
Learning so far..

Corporate Branding along with product branding

becomes important in oil and gas industry
Advertising helps in developing the dynamically
changing and evolving image of the company
PR has an important role in handling public image
and tackling negative publicity
Oil and gas firms face challenges:
 Maintaining an image as an environment as well as
stakeholder(employees) friendly company
 As an innovation driven company promoting sustainable
energy
 Thank You
BP Super

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BP 87 Britain at its best

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BP- “On the move”

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BP in Autocar journal

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BP Plus

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BP - evolution of company logo

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Shell - Made To Move

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