bp changed its name to beyond petroleum in 2001.
bp changed its name to beyond petroleum in 2001.
when did bp change its name to beyond petroleum?
2001
under john browne, british petroleum acquired other oil companies, transforming bp into the third largest oil company in the world. british petroleum merged with amoco (formerly standard oil of indiana) in december 1998, becoming bp amoco plc. most amoco stations in the united states were converted to bp's brand and corporate identity. in 2000, bp amoco acquired arco (atlantic richfield co.) and burmah castrol. as part of the merger's brand awareness, the company helped the tate modern gallery of british art launch "representing britain 1500–2000". in 2001, in response to negative press on british petroleum's poor safety standards, the company adopted a green sunburst logo and rebranded itself as bp ("beyond petroleum") plc.
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by 2008, bp's branding campaign had succeeded with the culmination of a 2007 effie award from by the american marketing association, and consumers had the impression that bp was one of the greenest petroleum companies in the world. bp was criticised by environmentalists and marketing experts, who stated that the company's alternative energy activities were only a fraction of the company's business at the time. according to democracy now, bp's marketing campaign amounted to a deceptive greenwashing public-relations spin campaign given that bp's 2008 budget included more than $20 billion for fossil fuel investment and less than $1.5 billion for all alternative forms of energy. oil and energy analyst antonia juhasz notes bp's investment in green technologies peaked at 4% of its exploratory budget prior to cutbacks, including the discontinuation of bp solar and the closure of its alternative energy headquarters in london. according to juhasz, "four percent...hardly qualifies the company to be beyond petroleum", citing bp's "aggressive modes of production, whether it's the tar sands [or] offshore".
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