Oil giant BP-Amoco unveiled a campaign to promote its "green" diesel fuel in Paris, anticipating European Union pollution standards not scheduled to go into effect until 2005. The multimillion-dollar campaign, handled by Groupe Grey Communications, Paris, aims to position the new BP Diesel Ecology fuel as the cleanest diesel on the market. The "Clean Fuels" initiative is part of BP-Amoco's worldwide "Clean Cities" program, a plan to introduce low-pollution fuels in 40 cities where congested traffic has major impact on air quality. Ads show a small BP logo or a small BP service station against the background of a radiantly blue sky, along with the slogan, "BP Diesel Ecology--a greener diesel for a bluer sky."
Copyright October 1999, Crain Communications Inc.