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Royal Dutch Shell Plc .com: Shell Touts Fuel Quality This Summer Through Multi-Million Dollar Marketing Campaign

From Forbes/PRNewswire 

HOUSTON, June 22 /PRNewswire/ — Shell Oil Products US, the marketer of the No. 1-selling gasoline brand in America, launched a $30 million marketing campaign on June 19 to communicate that all gasolines are not the same.

The summer campaign builds on the company’s commitment to provide high quality fuel to consumers by touting that Shell gasolines exceed government standards as well as meet standards introduced by top automakers. The standard, to which the campaign alludes, is the voluntary TOP TIER Detergent Gasoline standard introduced by BMW, GM, Honda and Toyota.

The new campaign will include advertising, Point-of-Purchase (POP) materials and a “Million Gallon Giveaway” sweepstakes. The advertising will include 15 and 30 second television commercials that will feature a pole- vaulter preparing to jump over a crossbar set in the highest position possible.

The commercial, which will air during popular network and cable programming, was created by JWT, the largest advertising agency in the U.S. The advertising plan also includes national radio ads with additional radio and outdoor support in key Shell markets. Online and print advertising will also appear in general interest, lifestyle and automotive outlets such as Yahoo! and Car and Driver magazine. A comprehensive POP program, including pump toppers, column banners, in-store materials, and pole and yard signs will be on display at more than 13,000 Shell stations nationwide.

Starting July 31, 15-second television and radio ads will begin airing to support a gasoline giveaway promotion Shell will launch to generate traffic to its locations. Dubbed the Shell “Million Gallon Giveaway*,” the promotion gives consumers a chance to win more than 200,000 prizes through a scratch-and-win sweepstakes at participating Shell locations across the U.S. (the sweepstakes is void in Maryland, New Jersey, Virginia and Puerto Rico). Six grand-prize winners will receive Shell gasoline for life and more than 200,000 consumers will receive a $10 Shell Gift Card. For those who don’t win a prize, every game card features a money-saving fuel tip. The sweepstakes will run from July 31 to October 1, 2006.

According to Karen Wildman, brand and communications manager for Shell, nearly all eligible Shell sites have elected to participate in the sweepstakes, which far exceeds the anticipated participation goal. “We know this is an extremely relevant promotion for consumers because we tested a variety of innovative concepts, and winning a lifetime supply of gasoline was by far the most compelling,” Wildman continued. “It’s thrilling to have such tremendous buy-in from our wholesalers and retailers because it means they agree that this promotion will drive traffic to their sites.”

The summer promotion is part of an overall marketing plan focused on providing tools to consumers to help them get the most out of every gasoline purchase. Previous activities this year included the “Take Your Pick” promotion that rewarded new Shell Card holders for their fuel purchases and the FuelStretch program, which provided money-saving tips to everyday drivers.

*NO PURCHASE NECESSARY. Promotion ends 10/1/06. Open only to legal residents of the Continental U.S. (and D.C.) 16 or older with a valid driver’s license as of 7/31/06. Void in MD, NJ, VA, Puerto Rico and where prohibited. TO PLAY: Obtain a Game Card at any participating Shell station between 7/31/06 and 10/1/06. Limit one Game Card per eligible person per day while distribution supply lasts. PRIZES: (6) Grand Prizes: Free “Gasoline for Life”, awarded in the form of Shell Gift Cards for gasoline, ARV: $90,551.25/each; Odds ~ 1: 41,666,667. (214,000) First Prizes: $10 Shell Gift Card for gasoline, ARV: $10/each; Odds ~ 1: 1,168. The aggregate ARV of all Grand and First Prizes is $2,683,307.50. In-Store Prizes: Medium beverage of the participating Shell station’s choice (excluding alcohol), ARV: up to a maximum of $1.50/each; Odds ~ 1:20. In-Store Prizes are not available at all participating Shell stations. The ARV of In-Store Prizes at each Shell location that offers an In-Store Game is up to $2,250 per location. TO CLAIM A PRIZE: Grand Prize: Call the toll-free number on the Game Card before 10/31/06 at 5 p.m. ET for redemption instructions. First Prize: Show your potential winning Game Card to the Shell attendant to receive an inactive $10 Shell Gift Card. To activate, call the toll-free number on the Gift Card instruction sticker before 10/31/06 at 5 p.m. ET. YOU MUST HAVE THIS GAME CARD. In-Store Prize: Redeem your beverage before 10/31/06 at 5 p.m. local time only at the Shell station where you obtained the Game Card. *See Official Rules in participating Shell stations for additional eligibility restrictions, “Gasoline for Life” and other prize descriptions/restrictions, 2nd Chance Drawing info and complete details. For Official Rules by mail, send a SASE by 10/31/06 to: Redemption Center, Shell Million Gallon Giveaway Rules, P.O. Box 3193, Oak Brook, IL 60522-3193. VT residents may omit return postage. SPONSOR: Shell Oil Products US, 12700 Northborough, Houston, TX 77067.

Shell Oil Company, including its consolidated companies and its share in equity companies, is one of America’s leading oil and natural gas producers, natural gas marketers, gasoline marketers and petrochemical manufacturers. Shell, a leading oil and gas producer in the deepwater Gulf of Mexico, is a recognized pioneer in oil and gas exploration and production technology. Shell Oil Company is an affiliate of The Shell Group, which operates in over 140 countries and territories employing more than 112,000 people.

Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of nearly 6,500 branded gasoline stations in the Western United States. Shell Oil Company is an affiliate of the Shell Group (NYSE: RDS.A) and (NYSE: RDS.B). For more information, please visit

Motiva Enterprises LLC refines and markets branded products through almost 9,000 branded stations in the Eastern and Southern United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc.

Disclaimer statement:

This announcement contains forward-looking statements that are subject to risk factors associated with the oil, gas, power, chemicals and renewables business. It is believed that the expectations reflected in these statements are reasonable, but may be affected by a variety of variables which could cause actual results, trends or reserves replacement to differ materially, including, but not limited to: price fluctuations, actual demand, currency fluctuations, drilling and production results, reserve estimates, loss of market, industry competition, environmental risks, physical risks, risks associated with the identification of suitable potential acquisition properties and targets and the successful negotiation and consummation of transactions, the risk of doing business in developing countries, legislative, fiscal and regulatory developments including potential litigation and regulatory effects arising from recategorisation of reserves, economic and financial market conditions in various countries and regions, political risks, project delay or advancement, approvals and cost estimates.

Please refer to the Annual Report on Form 20-F for the year ended December 31, 2004 (as amended) for a description of certain important factors, risks and uncertainties that may affect the Shell Group’s businesses. Neither Royal Dutch Shell plc nor any member of the Shell Group undertakes any obligation to publicly update or revise any of these forward-looking statements, whether to reflect new information, future events or other information.

Cautionary Note to US Investors:

The United States Securities and Exchange Commission (‘SEC’) permits oil and gas companies, in their filings with the SEC, to disclose only proved reserves that a company has demonstrated by actual production or conclusive formation tests to be economically and legally producible under existing economic and operating conditions. We use certain terms in this presentation, such as “expected producible resources” and “amount of reserves we expect to produce”, that the SEC’s guidelines strictly prohibit us from including in filings with the SEC.

SOURCE Shell Oil Products US -0- 06/22/2006 /CONTACT: Kristen McCarthy of Edelman PR, +1-312-233-1237, for Shell Oil Products US; or Shell Media Line, +1-713-241-4544/ /Web site: / CO: Shell Oil Products US; JWT; Shell Oil Company; Shell Group ST: Texas IN: OIL FIN ADV SU: AW-CT — DATH040 — 5271 06/22/2006 17:01 EDT
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