David Vitter committee. In response to the April 2010 Deepwater Horizon oil spill at an offshore drilling rig in the Gulf of Mexico threatening the coast of Louisiana, Vitter introduced legislation along with Jeff Sessions of Alabama to increase the liability cap of an oil company from $75 million to its most recent annual profits (or $150 million if greater). In the case of BP, the owner of the oil lease, its liability would be $20 billion. Vitter later introduced an amendment that would remove the cap entirely for this particular spill. Competing Democratic proposals would have raised the liability to $10
BP as a section of the company's website where it communicated its efforts to clean up the spill. BP began a re-branding campaign in late 2010, and decided to focus its brand on the idea of "bringing brilliant minds together with technology at a massive scale to meet the world's energy needs", and focus its messaging on telling stories about people. In February 2012 BP North America launched a $500 million branding campaign to rebuild its brand. The company's advertising budget was about $5 million per week during the four-month spill in the Gulf of Mexico, totaling nearly $100 million. In