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[paris] Petroleum giant BP Amoco has begun a massive ad campaign in France built around the ongoing launch of a "green" diesel fuel.

The new product anticipates European Union pollution standards not scheduled to go into effect until 2005.

The multimillion-dollar campaign, designed and managed by Grey Advertising here, seeks to make consumers aware that BP's new BP Diesel Ecology is the cleanest fuel on the market.

The campaign includes a series of page ads to run in six weekly magazines through yearend, 2,000 outdoor boards across greater Paris and a series of radio spots focusing on the positive environmental impacts of the new fuel.


The magazine ads -- in news, "people" and TV-listings magazines with weekly readerships topping 3 million copies -- display a small BP service station against the background of a radiant, electric-blue sky, along with the signature slogan: "BP Diesel Ecology -- a greener diesel for a bluer sky."

Text in the ads 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 ads also note that the new fuel is available at no additional price.

The text-free billboards use the same blue-sky theme.

The radio commercials, to run three weeks beginning later this month, have yet to be fully defined, a BP-France spokesman said.

Spots to be broadcast on top FM stations will seek to "create a reflex" in favor of BP Diesel Ecology among motorists during peak traffic hours, according to BP.

The BP-France spokesman refused to disclose the budget for the campaign, simply noting the company was prepared to spend "the amount it takes to get comprehensive and significant impact in the Paris region."


BP, which controls 20% of the retail gasoline market in greater Paris, claims a large switch by its existing diesel customers to BP Diesel Ecology would have the equivalent impact on air pollution as withdrawing 13,000 vehicles from circulation.

This initiative in Paris is part of BP-Amoco's worldwide Clean Cities program -- a plan to introduce low-pollution fuels in 40 cities where congested traffic conditions have major impacts on air quality.

Paris, the greater Ile-de-France region and London are the first European entrants in the Clean Cities program, which will be expanded in the next two years to include metropolitan areas such as Atlanta; the Australian cities of Brisbane and Perth; Istanbul; and Manchester, U.K.

The new fuel reduces sulfur emissions by up to 90% and black smoke emissions by

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