Drill, baby, drill be tapped into." Republicans continued to use the slogan after the 2008 election. In 2010, however, the slogan received renewed attention because of the "Deepwater Horizon" oil spill, a major oil spill at a BP offshore drilling rig in the Gulf of Mexico. The spill caused extensive environmental damages and economic losses estimated in the billions of dollars. As a result, some proponents of "Drill, baby, drill" became embarrassed about their previous support. The slogan was parodied as "Spill, baby, spill", and "Kill, baby, Kill". Two senior Republican Senators, Jon Kyl and Pat Roberts, made comments attempting to distance themselves
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