The Shell Rotella brand is committed to making sure that hard working individuals can count on Shell Rotella engine oils to help keep their trucks and equipment operating properly. Coyne PR helps ensure all communications from the brand, from earned to social are filtered through that hard working mentality bringing their mantra to life.

For almost four years, Shell ROTELLA® has teased the trucking industry with their vision of a hyper-fuel-efficient Class 8 concept truck, Airflow Starship. After many hours of hard work (15,000-man hours actually) and years of collaboration with Airflow Truck Company, the Starship was unveiled at the 2018 American Trucking Association’s Technology & Maintenance Council (TMC) Annual Meeting and Transportation Technology Exhibition in Atlanta, Georgia in early March.
Shell ROTELLA charged Coyne with reaching owners of pickup trucks used for business and pleasure with news about the oil. The team tapped the ‘pride’ of this audience by initiating a petition to make the pickup truck the ‘Official Vehicle of the United States’ and to properly provide this vehicle the respect it deserves for helping to build our country.
For more than 30 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne PR with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.