BP has revived the Amoco brand that the BP Whiting Refinery long operated under.

The London-based energy giant has rebranded 36 gas stations nationally under the old Amoco banner, including six in the Chicago area.

"I expect there will be some in Northwest Indiana, although none have been identified yet," BP spokesman Michael Abendoff said. "We do not have a specific target — we will look at all opportunities as they come in. The primary reason for the Amoco brand is to address conflicts — when a marketer brings us a site that he wants to rebrand, our first priority will be to brand it BP. If another BP is in close proximity, then we will look at using the Amoco brand instead."

Part of the goal is to boost retail fuel sales nationwide as BP aims to deliver $1.4 billion in earnings growth in fuels marketing by 2021. Nostalgia for the old brand has helped business at Amoco stations since it was first relaunched in Minneapolis last year.

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"Consumer reaction has been very positive — with both older and younger consumers," Abendoff said. "Brand recognition is strong and in almost all cases, sales are up when comparing to the brand Amoco replaced. Consumers still prefer a branded retail station. Location and price are also important factors, but so is high-quality fuel and doing business with a brand you trust."

The iconic blue-and-red Amoco brand was last seen in the United States more than a decade ago, after BP bought Amoco in a $48.2 billion deal in 1998 and phased it out. Despite its long absence from the landscape, consumer research found the Amoco brand still resonated with consumers.

The new Amoco stations sell BP gasoline with the company's proprietary additive Invigorate and offer all the same customer loyalty programs such as BP Driver Rewards.


Business Reporter

Joseph S. Pete is a Lisagor Award-winning business reporter who covers steel, industry, unions, the ports, retail, banking and more. The Indiana University grad has been with The Times since 2013 and blogs about craft beer, culture and the military.