• by Karl Greenberg , March 2, 2009

Nitrogen is probably more at home in a dentist's anesthesia tank than a gasoline tank, but Shell is making nitrogen a component of its fuels, and launching a national marketing campaign to explain why.

The Houston division of Royal Dutch Shell says that nitrogen enhances cleaning elements in Shell gasolines partly by making them more stable at the higher temperatures at which modern engines tend to operate, so the additive can work more effectively in current engines that use technology like fuel injection.

The Shell Nitrogen Enriched Gasolines, formulated to dissolve carbon deposits that can foul up the workings of a car engine, will be spotlighted in ads under Shell's "Passionate Experts" campaign, which launched in 2007.

The effort will comprise television, radio, and Internet advertising, as well as point-of-purchase activity. For the latter, Shell stations will have pump toppers, pole signs, building signs, column banners and consumer brochures.

Karen Wildman, Shell U.S. brand and communications manager, says Shell had considered euphemisms for the fuels, but settled on "Nitrogen Enriched" because it was clear, and focus groups preferred the straightforward language rather than terms that were perceived as more "gimmicky."

The effort comprises three TV spots launching his week on channels like MSNBC, Oxygen, USA, A&E, Discovery Channel, ESPN, Speed and Golf Channel. One of the spots, featuring the "Passionate Experts"--a trio of absent-minded scientists--takes viewers into a vehicle's engine.

Another spot shows drivers of high-performance vehicles giving each other the "V" sign that they use Shell V-Power fuels. In the third spot, which will focus on NASCAR media, the Passionate Experts race against driver Kevin Harvick to see who can fill up faster with Nitrogen Enriched Gasolines. The campaign will also link to other Shell promotions such as the new Shell Saver Card.

Wildman says this is the best time to talk to consumers about the value of its detergent gasolines because they are holding onto their vehicles longer. "We believe now is the best time to educate consumers because they are looking at making that choice; they are apt to buy generic brands because it's cheaper. But we are trying to educate them that, yes, you can put in lower-quality fuel, but what is it doing to your engine?"

David Portalatin, director of industry analysis for NPD Group's automotive aftermarket practice in Houston, says that vehicle durability may counterbalance a consumer compulsion to go cheap on gasoline. "People know in these times they need to make their vehicles last as long as possible and work as efficiently as possible, and that is across all demographics." He says. NPD's own monthly consumer-behavior research suggests that for 70% of consumers, price plays the top role in gasoline purchase decision, but that 18% say product performance was the reason for their purchase.

He says that in any case, the economy is not so much changing how vast numbers of people buy gasoline, but rather emphasizing the differences that already exist. "Consumers divide themselves into two groups: a low-price group that is only interested in finding inexpensive gasoline, and people who are looking for something that works better," he says.

He says that when NPD asked consumers to identify which behavior categorized them best, 39% said they identified with purchasing the least expensive gasoline available, while 43% said they are described by the statement "I purchase the product that will make my car perform the best."