In another milestone along its path to becoming a global consumer brand, VP Racing Fuels® has launched its first TV commercial promoting its retail brand program, viewable HERE. The 30-second spot features Sarah Burgess, a professional Global RallyCross driver, and introduces viewers to VP’s Mad Scientist™, a character symbolizing VP’s “maniacal passion for makin’ power and winning,” who is destined to play a larger role in VP’s marketing efforts. The spot also promotes the Tudor United SportsCar Championship, for which VP is the official fuel supplier.
Building on 40 years of success in the race fuel market, VP is converting gas stations/convenience stores across the U.S. to the VP brand. Each will serve to build brand awareness but, just as importantly, as distribution points for each of VP’s new “consumer” products such as VP Power Boost™, one of VP’s new “Madditives™”, which is featured in the TV spot.
“Each branded c-store serves as a ‘billboard’ that will build brand awareness for VP Racing Fuels to the benefit of all the partners in our distribution network,” said Alan Cerwick, President of VP Racing Fuels. “In offering products such as VP Small Engine Fuel™, VP “Madditive” performance chemicals, VP PowerWash™ and more, each store also will help build consumer awareness for these products, which will also benefit others in our distribution network who carry these product lines. All these efforts are summed up in our new tagline, ‘Our Passion is Your Performance™,’ which expresses our commitment to the success of both our retail customers and our dealers.”
With performance enthusiasts as its core customer base, VP is building on its successful history in motorsports to evolve into a household consumer brand. “Just as racers expect only the best performance from VP, each of our new consumer products has been engineered to be best-in-class, infused with the same passion for performance that our Mad Scientist brings to VP’s race fuels,” Cerwick said. “Across the board, stations that have converted to the VP brand have reported great interest among local performance enthusiasts, demand for VP’s products and most importantly, increased sales.”
VP Racing Fuels is best known as the World Leader in Race Fuel Technology™, fueling champions in virtually every form of motorsports on land, sea and air since 1975. VP is the Official Racing Fuel of Tudor United SportsCar Championship, AMA Supercross, TORC-The Off Road Championship, World of Outlaws Sprint Cars, NHRA Championship Drag Racing and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.
As part of its retail branding program, gas stations/convenience stores are being branded as VP Racing Fuels, with each providing distribution for VP’s other product lines, including ethanol-free VP Small Engine Fuel, formulated for 2- and 4-cycle outdoor power equipment; VP Madditive performance chemicals; and VP/PowerMaster® hobby fuels for R/C Racing. More information is available online at VPRacingFuels.com, VP-SEF.com or PowermasterFuels.com.
