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Shell Rotella® Announces New Campaign: ‘What Matters Is Inside’ - September 10, 2018


for immediate RELEASE: SEPTEMBER 10, 2018

Shell Rotella® Announces New Campaign:
‘What Matters Is Inside’

Campaign highlights the importance of the trucking industry


Houston – According to industry trucking statistics, the United States economy depends on trucks to deliver nearly 70 percent of all freight transported annually, accounting for $671 billion worth of manufactured and retail goods transported by truck alone. However, according to recent studies, about 70 percent of the global society believes the world wouldn’t change drastically if truck drivers didn’t exist. In fact, if the trucking industry were to stop tomorrow, it would make a notable difference as shortages would occur in a matter of days across the food healthcare, transportation, waste removal, retail, manufacturing, banking and finance industries. In an effort to highlight the importance of the trucking industry, the Shell Rotella® brand recently announced their newest campaign, What Matters Is Inside.


“In many of our daily routines, we come across hundreds, maybe even thousands of trucks on the road and think nothing of the people driving them and the cargo they carry,” said Megan Pino, Global Brand Manager, Shell Rotella®. “The What Matters Is Inside campaign hopes to bring the importance of the trucking industry and the good work that truckers do to the forefront. We aim to pull back the curtain and bring to light the hardships and challenges facing those within the trucking industry, one truck load at a time.”


What Matters Is Inside is the next evolution of Shell Rotella® campaigns that includes Real Destinations and Hard Work, among others. The campaign features a new 30-second television spot, various online content and creative, as well as multiple activations throughout the year. Shell Rotella® will also be calling on the community to collect relevant stories to share across social media platforms to highlight truck drivers who are going above and beyond within the industry.


“Through our regular interactions with truck drivers across the country, we understand the challenges these important individuals face day in and day out,” said Chris Guerrero, Global Heavy Duty Diesel Engine Oil Brand Manager for Shell Lubricants. “These folks play a vital role in our lives by delivering the goods we use every day and they continue to make many sacrifices; nights away from home and families, long hours and challenging driving conditions. Shell Rotella® is here to highlight their imperative work and provide them the recognition and appreciation they deserve.”


To learn more about the campaign, visit


To stay up-to-date on the latest Shell Rotella® activities, be sure to ‘Like’ the official Shell Rotella®Facebook Page ( and follow Shell Rotella® on Twitter ( and Instagram (




About Shell Lubricants

The term ‘Shell Lubricants’ collectively refers to the companies of Royal Dutch Shell plc that are engaged in the lubricants business. Shell Lubricants companies lead the lubricants industry, supplying more than 11 percent of global lubricants volume. * The companies manufacture and blend products for use in consumer, heavy industrial and commercial transport applications. The Shell Lubricants portfolio of top-quality brands includes Pennzoil®, Quaker State®, Formula Shell®, Shell TELLUS®, Shell RIMULA®, Shell ROTELLA® T, Shell SPIRAX®, Shell Gadus® and Jiffy Lube®.


*Kline & Company, “Global Lubricants Industry November 2017: Market Analysis and Assessment.



Shell Media Line                                       +1 832-337-4355

Caitlin D’Elia, Coyne PR                                     



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