BP Plans $500 Million Marketing Blitz to Revitalize U.S. Brand

BP Products North America Inc. is going to pump $500 million into an effort to rebuild its brand -- through a new customer rewards program and its exclusive energy sponsorship of the U.S. Olympic team -- that has suffered the past two years due to the Deepwater Horizon tragedy in the Gulf of Mexico.

At the foundation of its marketing plan is a distinctive fuel offer, improved customer experience and a more compelling loyalty rewards program, according to a report this past week in Convenience Store News.

BP's goal is to reclaim the title as the No. 1 fuels marketer east of the Rockies. The company announced the multimillion-dollar investment at this week's 2012 BP Amoco Marketers Association (BPAMA) Convention and Business Expo, an annual gathering of BP marketers taking place in Florida.

"The Invigorate campaign will feature a rotation of the companys first new fuels-related television commercials since 2009."

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