• 2 days Venezuelan Crude Exports To U.S. Fall To 15-year Lows
  • 2 days Mexico Blames Brazil For Failing Auction
  • 2 days Norway Allows Eni To Restart Goliat Oil Field In Barents Sea
  • 2 days Malaysia Suggests Muslim Countries Stop Trading Oil In U.S. Dollars
  • 3 days Kinder Morgan Wins Appeal To Start Trans Mountain Work
  • 3 days Mexico Cancels Deepwater JV Tender Due To Lack Of Interest
  • 3 days Oil Drillers Give Cold Shoulder To Alaska Bidding Round
  • 3 days Budweiser Bets On Tesla To Replace Its Fleet
  • 3 days Forties Pipeline And Nearby Terminal Disrupted After Oil Leak
  • 3 days Major Nigerian Union Threatens Strike After Mass Firing Of New Members
  • 4 days China’s Sinopec Sues Venezuela’s PDVSA Over Unpaid Debts
  • 4 days Chevron Cuts Total 2018 Capex, Boosts U.S. Shale Investment
  • 4 days Shell Idles Six Nigerian Power Plants After Gas Shortage
  • 4 days London Firms To Visit Saudi Arabia As Battle For Aramco Listing Continues
  • 4 days East Timor Is Running Out of Oil
  • 4 days Withdrawal From OPEC Deal Could Take 6 Months To Negotiate
  • 4 days India’s Largest Refiner Looks To Ditch Oil In Favor Of Renewables
  • 4 days Protestors Shut Down A Minnesota Wells Fargo Over Oil Investments
  • 4 days U.S. Energy Secretary Discusses LNG Exports To Saudi Arabia
  • 5 days China’s CNOOC Spends Big In Panic Hoard of LNG
  • 5 days Asia May Return To Mid-East Crude As Mexican Supply Tightens
  • 5 days Enbridge Restarts Controversial Line 5 After Shutdown
  • 5 days South Sudan Stills Owes $1.3B Oil Payments To Sudan
  • 5 days Oil Prices Fall After API Reports Huge Build In Gasoline Inventories
  • 6 days Rosneft Takes On Massive Debt As US Sanctions Mount
  • 6 days Kinder Morgan Announces Further Trans Mountain Pipeline Delays
  • 6 days API Announces Voluntary Methane Reduction Program
  • 6 days Statoil Plans $6B Development At Huge Arctic Oil Field
  • 6 days South Sudan Hopes Higher Oil Prices Will Restore Ravaged Economy
  • 6 days China Launches New Gas Pipeline Amid Soaring Demand
  • 6 days Total’s $16B Ultra-Deepwater Project In Jeopardy
  • 6 days OPEC’s November Output Drops 300,000 Bpd
  • 6 days Exxon’s Beaumont Refinery To Remain Partially Offline
  • 6 days Engie To Ditch Natural Gas By 2050
  • 6 days Aberdeen University Launches World’s First Oil Decommissioning Simulator
  • 7 days China Orders Regions To ‘Regulate’ Surging Natural Gas Prices
  • 7 days Exxon Looks To Enter Egypt’s Upstream Oil And Gas
  • 7 days Tax Bill Supports Oil And Gas Industry, API President Says
  • 9 days Blackstone Teams Up With Brazilian Partner To Buy $6B Gas Pipeline
  • 9 days Tesla Faces New Sales Challenges In Germany
Gas Shortage Has China Backtracking On Coal Ban

Gas Shortage Has China Backtracking On Coal Ban

China is backpedaling on major…

China Set To Become More Dependent On Oil Imports

China Set To Become More Dependent On Oil Imports

China’s already high dependence on…

Oil Throwback: BP Is Bringing Back The Amoco Brand

BP

It’s back! After almost a decade on the bench, BP is reviving its Amoco brand in response, the company said, to some internal marketing studies that suggest the brand still resonates with some American consumers.

In BP’s words, the Amoco brand will “help resolve local, competitive station conflicts in markets where there may already be one or more BP stations in close proximity.” In non-corporate-speak, that means that BP will put Amoco stations next to BP stations to gain a bigger presence—as opposed to having too many BP stations in one small geographic area. It’s likely about more than that, possibly an essential but cautions rebrand: not shedding the BP name, but testing the waters with a new­—er, make that an old—name and logo.

BP, formerly British Petroleum, merged with Amoco back in the late ‘90s, but for a while kept the red, white, and blue torch-clad brand for its U.S. retail gas stations. Way back in May of 1999, BP had started to make a push for a more environmentally sound image in the UK. About a year later, BP upped the ante and unveiled a prototype for a new line of stations called BP Connect. The stations had solar panels and brand-spanking new colors. It made another attempt at redoing its image, when in 2009, BP finally kicked to the cub the rather patriotic-looking Amoco logo that it had kept in the U.S., along with the Amoco name—introducing its “Invigorate” brand of gasoline to take its place.

In what later became super ironic, BP had intended this Invigorate brand of fuel (in BP-branded stations) to reach a younger crowd, touting its cleaner properties and the fuel’s ability to “eat the dirt in engines” and coming up with a snappy blue logo. “Hundreds of little scrubbing brushes… “ BP claimed on its website.

Unfortunately, not even a year after BP had dispensed with the Amoco brand, the Deepwater Horizon spill erased any headway that BP may have made in reshaping its image. The notion of reintroducing the Amoco brand was proposed by desperate BP retailers shortly after the spill sullied the BP name, but BP at the time said it was not considering the rebrand.

Fast forward seven years, and BP is now ready to bring back the iconic Amoco brand that was first used in 1912.

Others in the oil industry are also working to rebrand, and have been for nearly a decade, each one seemingly intent on distancing themselves from “oil”, a word that was no longer en vogue. The push grew as several environmental disasters soured the public on the fossil fuel. That, combined with the onslaught of the millennial generation, caused many oil companies to focus on rebranding in a way that more closely portrayed them as being environmentally friendly and renewable-driven. But while BP’s rebranding is focused on end users of fuel, others are focused on investors.

Related: New Iran Sanctions Could Send Oil Prices Higher

Suncor published a report, 2010 Report on Sustainability, that was one of the first signs that the industry knew it needed to make a change. Others, like Cenovus Energy, followed suit, but focused on the fact that there were “other” uses for oil—like ultrasounds—in a campaign called “More Than Fuel.”

A more recent rebrander is Dong Energy, which just announced that it was changing its name to Orsted now that it has divested its unpopular upstream oil and gas segment, claiming that it has reduced carbon emissions substantially over the last few years, using phrases like “sustainable way of life” and other nature-inspired words.

Some may find it surprising that BP chose a name and reputation that is inextricably tied to oil—and to the good old red white a blue, which has also fallen out of fashion as of late, if one is to believe the mainstream media. But perhaps the world is ready to once again embrace the red, white, and blue torch that is an iconic symbol for US oil, despite its unfavorable place in the new world order. Or perhaps BP’s market research simply showed that even oil-tethered Amoco has a better reputation than the one BP has unwittingly earned for itself.

Regardless of the reasons behind the Amoco throwback, Madonna, Old Spice, and Pabst Blue Ribbon are proof positive that a rebranding can breathe new life into decaying products, services, and icons, and those who fail to adapt to whatever trend is en vogue today may be left behind—even oil companies.

By Julianne Geiger for Oilprice.com

More Top Reads From Oilprice.com:



Join the discussion | Back to homepage

Leave a comment

Leave a comment

Oilprice - The No. 1 Source for Oil & Energy News