Background

Shell was the first company to produce and sell Ultra Low Sulphur Diesel in Canada. This is a significant advance since ULSD contains only trace amounts of sulphur, which is a major air pollution contributor. Shell was able to reduce its fuel’s sulphur content from 500 parts per million to only 15 parts per million.

Strut's Solution

Using a clear blue sky as a motif, Strut created a series of communications pieces to explain the product, and convey the benefits of reducing (and almost completely eliminating) sulphur from their Diesel. A “sulphur gauge” visual was used to dramatize the reduction.

Results

The launch materials clearly explained to fleet owners and government policy makers what Shell was able to accomplish, and the benefits offered by ULSD. Shell was recognized by the public and the government, as the first company to reach this significant environmental milestone.