Trending PR Campaigns
Shell x BMW Le Mans Re‑refined Livery
Shell and BMW used the #20 car’s striking new livery at Le Mans to spotlight their renewed partnership and the use of re‑refined base oil (RRBO) — framing racing as a testbed for sustainable engine oil that will transfer learnings to road cars. Coverage centred on the visual paintwork, on‑site lab testing, and the circular‑economy angle rather than a product launch.
Why it worked: They hijacked a marquee event with a striking livery that revealed a counterintuitive claim—recycled oil matching race performance—backed by on‑site lab data.
The lesson: Consider timing a bold visual at a tentpole moment to unveil a surprising, data‑verified performance claim from a behind‑the‑scenes process.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| autotrade.ie | Shell and BMW M Motorsport enhanced R&D commitment - Autotrade.ie | Tuesday 16th June, 2026 |
| fuelsandlubes.com | Shell, BMW M Motorsport renew Le Mans tie with race oil - F&L Asia | Thursday 18th June, 2026 |
| motoringresearch.com | Shell and BMW at Le Mans: the secrets behind the livery - Motoring Research | Tuesday 14th July, 2026 |