Efforts to stem the Deepwater Horizon oil spill on top of which the new cap was located. The well integrity test was scheduled to take place after the installation of a three-ram capping stack over the lower marine riser package of the Deepwater Horizon semi-submersible rig on . On July 14, BP announced that the test would be delayed under Allen's orders; oil continued to flow into the Gulf. On July 15, 2010, BP announced that it had successfully plugged the oil leak using a tightly fitted cap. The cap, weighing 75 tons and standing high, is now bolted to the failed blowout preventer. It consists of a
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