‘Be Proud Join In’ says BP as it begins Deepwater Horizon image fightback

Embattled oil company BP has registered as a trademark the phrase ‘Be Proud Join In’ in what is thought to be its slogan for the 2012 London Olympics.

The company has been in the political and every other doghouse since the Deepwater Horizon oil spill in the Gulf of Mexico that led to the departure of CEO Tony Hayward and head of media Andrew Gowers.

BP is a tier one sponsor of the London Olympics and also the official oil and gas supplier.

Be Proud (BP) Join In is actually quite good in a boy scoutish kind of way. Let’s just hope that the company, now headed by Bob Dudley, doesn’t try to stretch its brand and good intentions too far as it did with its once-famous and now notorious ‘beyond petroleum’ logo.

That definitely proved to be a bridge too far as former boss Lord Browne’s cost-cutting and stock market fixated policies got the company into no end of trouble.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.