Iowa Corn launches E15 campaign
JOHNSTON – Iowa Corn launched Sept. 15 a new communications campaign to educate consumers about E-15, a higher-octane fuel made from 15 percent ethanol and 85 percent gasoline.
The name “Super Duper Unleaded” refers to the fact E-15 contains five percent more ethanol than E-10, also known as Super Unleaded, which, according to the Renewable Fuels Association, is the most commonly used fuel in the United States.
“Many consumers get to the pump and automatically reach for Super Unleaded because it’s the cheapest fuel, without any knowledge that it contains ethanol. Although E-15 is even cheaper yet, many believe you must own a flex-fuel vehicle to use it, which isn’t the case,” said Iowa Corn Promotion Board President Larry Klever, a farmer from Audubon. “The ‘Super Duper Unleaded’ campaign is a fun and lighthearted way to let people know E-15 is very similar to Super Unleaded – but even better. It’s ‘Super Duper.'”
In 2012, the U.S. Environmental Protection Agency approved E-15 for use in model year 2001 and newer vehicles, including cars, light-duty trucks, medium-duty passenger vehicles, and all flex-fuel vehicles.
This approved group of vehicles includes more than 80 percent of the cars, trucks and SUVs currently on the road.
Currently, E-15 is available at more than 30 fuel stations throughout Iowa, with that number set to grow considerably this fall as more than 100 new stations bring E-15 to the pump.
“This is a good thing for consumers, retailers, the environment and the state of Iowa,” Klever explained. “E-15 is a cleaner-burning, renewable fuel made from Iowa corn.
“It saves consumers money at the pump, supports Iowa jobs and economic development, and lessens America’s dependence on foreign oil,” said Floss.
The “Super Duper Unleaded” campaign will utilize a variety of tactics and channels – including animated videos, social media and broadcast advertising – to reach consumers across Iowa. Consumers are advised to consult their vehicle owner’s manual before selecting a fuel.
For more information about E-15 and the benefits of ethanol, including local retailers near you, visit www.iowacorn.org/ethanol.
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