BP Amoco effort asks French drivers to try 'green' diesel

Speer, Larry
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p54
Trade Publication
This article reports on the advertising campaign launched by petroleum company BP Amoco PLC for its BP Diesel Ecology. The multimillion-dollar campaign of BP Amoco in Paris, designed and managed by Grey Advertising Inc. is part of the company's worldwide Clean Cities program that aims to introduce low-pollution fuel in cities where congested traffic conditions have major impacts on air quality. The campaign includes magazine advertisements with a blue-sky theme. Text in the advertisements makes reference to the fuel's pollution reduction and performance traits and seeks to assure consumers its use will improve engine performance and the environment. The advertisements also note that the fuel is available at no additional price. The text-free billboards also use the same blue-sky theme. The radio commercials, however have yet to be fully defined.


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