VP Racing Fuels, recognized as a world leader in race fuel technology, recently took another step in its multi-year retail branding initiative by launching its first television commercial promoting its retail brand program. The 30-second spot features professional Global Rally Cross driver Sarah Burgess, and introduces VP’s Mad Scientist — a character that symbolizes VP’s “maniacal passion for makin’ power and winning” that will play a major role in VP’s national marketing efforts going forward. The spot also highlights the Tudor United SportsCar Championship series, for which VP is the official fuel supplier.

VP has steadily ramped up its retail branding program in recent years, first partnering with existing fuel stations to place fuel cages to make available its blends of high performance fuels. More recently, the company has begun a lofty initiative to rebrand gas stations and convenience stores under the VP Racing Fuels branding, providing distribution points for their “consumer” products and the new “Madditives” along with their many other product lines, including ethanol-free VP Small Engine Fuel for 2- and 4-cycle outdoor power equipment, to VP/PowerMaster hobby fuels for R/C car racing.

“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.”

“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 of VP’s new household consumer brands.  “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.”