The campaign, targeted at Nectar cardholders, uses an "educated animated baby" to fit in with BP Ultimate's "What's your baby?" strapline.
An email link leads the user to a personalised internet film where a baby presents various pieces of BP Ultimate product information and then types the recipient's name onto a screen. An email then arrives in the user's inbox with a summary of information on BP Ultimate.
Nicola Beckett, BP Ultimate brand manager, said: "The key challenge with marketing advanced performance fuels such as BP Ultimate is educating the public about fuel choice without alienating the everyday driver with the sheer magnitude and complexity of facts and figures."
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