Shell Helix is being relaunched with a new formulation and high-profile trade and consumer marketing campaign.

After three years in research and development, the new Shell Helix contains special cleaning agents that actively lock away harmful dirt and deposits and condition car engines.

As well as protecting the engine, tests have shown the new oils deliver a smoother, quieter drive. The range comprises Helix Ultra, Helix Plus and Helix Super.

Based on the theme ‘Give your car that just serviced feeling’, the marketing campaign taps into the emotional ties that exist between drivers and their cars, rather than relying on their technical knowledge of engines.

Activity includes consumer promotions, print advertising, and consumer leaflets aimed at demystifying the oil category. Retailers will also be provided with a training CD Rom and top 10 questions and answer booklet.

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