Shell puts Monchhichi in the driver's seat this National Day

Shell Singapore is leaning into nostalgia, collectibles and experiential rewards this National Day, rolling out an exclusive Monchhichi collaboration alongside Formula 1-themed experiences as it looks to deepen customer engagement across its service station network.

Running from 1 August to 30 September, the campaign marks Shell's 135th anniversary in Singapore and combines limited-edition merchandise, in-store activations, fuel promotions and exclusive motorsports rewards designed to turn everyday refuelling stops into brand experiences.

At the heart of the campaign is an exclusive collection of Singapore-inspired Shell x Monchhichi merchandise, available exclusively at Shell service stations while stocks last.

Don't miss: UNIQLO rides into National Day with LTA collab

The collection reimagines the Japanese character through a local lens, featuring a "Kopi series" inspired by Singapore's kopitiam culture and a "Merlion series" paying tribute to one of the nation's best-known icons. The range includes enamel keychains, towels inspired by the iconic "Good morning" towel, socks and a crossbody sling bag modelled after traditional kopi takeaway bags.

The collaboration builds on the growing use of nostalgic and collectible merchandise by brands seeking to create stronger emotional connections with consumers while encouraging repeat visits and loyalty.

Beyond merchandise, Shell is extending the campaign through experiential activations. Across three weekends, selected Shell stations will host a Shell V-Power ice cream cart offering complimentary ice cream to customers purchasing Shell V-Power fuel, alongside appearances by the Monchhichi mascot.

The activation forms part of Shell's broader strategy of blending pop culture with everyday retail experiences to create more memorable touchpoints for customers.

Shell is also using the campaign to build anticipation ahead of the Formula 1 Singapore Grand Prix through an exclusive lucky draw tied to Shell V-Power purchases.

Customers who refuel with Shell V-Power by 31 August and make eligible purchases through the Shell Asia App will be entered into a draw, with 15 winners each receiving a pair of passes to an exclusive meet-and-greet session with Scuderia Ferrari HP drivers Sir Lewis Hamilton and Charles Leclerc on 8 October. Another 50 winners will receive access to a virtual meet-and-greet with the drivers.

Separately, Shell will also offer Shell V-Power at the prevailing price of Shell FuelSave 98 across two National Day weekends from 31 July to 2 August and from 7 to 9 August.

The latest National Day campaign builds on Shell's broader efforts to evolve its service stations into lifestyle destinations beyond fuel retailing. Earlier this year, Shell Singapore unveiled a refreshed Shell Select store concept, introducing new retail partnerships with Watsons, HOOGA and Vivino as it looked to strengthen convenience-led experiences for motorists and nearby communities.

The move, which coincides with Shell's 135th anniversary in Singapore, also reflects the company's growing focus on lifestyle, retail and electric vehicle (EV) charging experiences. The revamped Shell Select stores feature a curated mix of everyday essentials, lifestyle products, fresh food and vehicle-related items within redesigned layouts aimed at making shopping quicker and more intuitive.

Related articles: 
Luckin Coffee gets 'stylo' with MILO this National Day 
McDonald's and Old Chang Kee are currying favour this National Day 
Singtel goes beyond bars and bandwidth this National Day