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BP Bringing Back Amoco Brand

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You may be doing a double-take later this year. BP is bringing back the Amoco brand – torch and all – with some stations rebranding by the end of 2017 according to a BP announcement today.

The Amoco brand hasn’t been seen in over a decade. It is making a comeback on a limited basis in areas where there are local competitive station conflicts in markets where there is a high concentration of BP stations nearby. So, if you’re eagerly awaiting an Amoco, you might be waiting a while.

“The reintroduction of the historic Amoco brand is an exciting step forward in BP’s U.S. retail growth strategy, and it clearly demonstrates our commitment to helping our branded marketers grow their businesses,” said Rick Altizer, senior vice president of sales and marketing for BP Fuels North America.

BP’s plan is to offer all its loyalty programs at the new Amoco stations, including their Driver Rewards program. In addition, fuels sold at the newly branded stations will contain BP’s additives, including Invigorate.

BP’s research found that many, like myself, still remember Amoco and that brand still resonates with “many American consumers.”

Head of Petroleum Analysis (USA)

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