Shell aims to change energy brand image through coffee-fuelled bus

With many millennials concerned about climate change, the perception of big energy brands has not always been positive. Shell has been working with start-up, Bio-bean, to try and change this.

Bio-bean is an award-winning clean technology start-up, that recycles waste coffee grounds into advanced biofuels.

Through support from Shell's "Make the future" scheme the company were able to launch a campaign to power London buses with biofuel made from the city's used coffee grounds.

To promote its partnership with Bio-bean, Shell has launched an integrated campaign led by J Walter Thompson London.

Jonathan Terry, head of JWT Live, said: "What we're trying to do is reach quite a tricky audience, you know 18- to 35-year-olds who maybe think about climate change, maybe have a negative perception of what big energy companies do and what we're trying to do is change people's minds."

"What made this one difficult is the regulation, getting the fuel certified as well as getting it into actual London buses. What makes it all worth it though, is the fact this is a real fuel solution and a great example of how cities should be working."

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