Differentiation From Major Brands Key to Company’s Retail Branding Program…..

In the midst of rolling out branded convenience stores and gas stations across the U.S., VP Racing Fuels will soon serve up an example of the “edgy” attention-getting marketing support its retail partners can expect from its innovative branding program. It takes the form of a music video, due for release in early September and for which a “teaser” reel currently can be viewed at http://www.youtube.com/watch?v=Z494HB1BNvk.  In addition to video clips from the upcoming music video, the teaser reel also features scenes from the recently completed photoshoot for VP’s 2014 calendar poster.

“In the context of our retail brand program, VP stands apart from the major brands and oil refiners, given our historical roots in racing and reputation among performance enthusiasts,” said Alan Cerwick, President of VP Racing Fuels. “VP is known for leading-edge fuel technology, ‘MAKIN’ POWER™’ and having fun. These videos serve as a great illustration of that last component and a reminder that VP is the only retail brand that could pull it off. Major brands would never get this through their corporate bureaucracies or past their conservative executives and shareholders.”

“In marketing VP’s brand program, we can adopt a cutting edge attitude and leverage social media in a way that major brands can’t follow,” said Steve Scheidker, Director of Marketing for VP Racing Fuels. “Through our involvement in motorsports, our existing audience already skews toward a younger demographic and this will carry over to our retail branding program through efforts such as our upcoming music video. This will be to the long-term benefit of our retail brand partners as we cultivate new customers at a young age and hopefully retain them for a lifetime.”


An important component of VP’s retail branding business model is an intentional plan to reinvest in racing. “Racing is the source of all the brand equity we enjoy and, in fact, the reason we exist at all,” said Cerwick. “Racing is and will continue to be the foundation for our branding program. With the success of our branded stores, we can invest in more sponsorships, use those stores to promote our series partners and help racing grow. That creates new race fuel customers and race fans, along with increased awareness among consumers for the VP retail brand. It’s a cycle we intend to sustain for a long time to come.”

“Our marketing support and the other benefits of our retail brand program are clearly resonating with distributors and dealers as our program continues to gain traction,” Cerwick continued. “We have dozens of c-stores either re-imaged or in the process, with others entering the pipeline daily.”

In addition to cutting-edge marketing, VP’s program offers new revenue streams for retailers with VP performance products ranging from VP101, a street legal unleaded performance fuel and VP Fuel Cubes™ stocked with 5-gallon pails of VP’s off-road racing fuels, to 5-gallon plastic VP Motorsport Containers® and VP “Madditive™” performance chemicals for street vehicles.

More information about VP’s retail branding program is available online at VPRacingFuels.com/Branding.

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 NHRA Championship Drag Racing, American Le Mans, AMA Supercross and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.

In addition to race fuels, VP’s product line includes VP Small Engine Fuel, formulated for 2-cycle and 4-cycle portable gas-powered equipment and VP PowerMaster hobby fuels for R/C Racing. More information is available online at VPRacingFuels.comVP-SEF.com or PowermasterFuels.com.

Posted by:  Steve Scheidker