Greenstone Energy - which owns and operates 220 Shell service stations around the country - is rebranding itself in a business launch next Wednesday.
While having the right to use the Shell brand for up to three years, Greenstone chief executive Mike Bennetts has been keen to review the branding, but is not giving away any clues as to what the "biggest business launch in New Zealand" will be in Auckland next week.
Mr Bennett will have to decide between retaining a globally recognised brand in Shell, or whether to try and appeal to New Zealanders with a closer-to-home branding.
Greenstone Energy, a subsidiary of listed infrastructure company Infratil, is in a 50-50 joint venture with the New Zealand Superannuation fund and together paid almost $1 billion for Shell's 220 stations and a 17% share in Marsden Point refinery and other infrastructure assets in March last year.
