Twelve™, a company specializing in carbon transformation, has unveiled its latest initiative, the “Fuel for the Long Haul™” brand campaign, showcasing the groundbreaking E-Jet® Sustainable Aviation Fuel (SAF). This campaign marks the debut of an innovative technology that promises significant reductions in aviation’s carbon footprint.
The E-Jet® SAF, developed by Twelve, is an e-SAF—a type of fuel synthesized from CO2, water, and renewable energy. This new formula is capable of reducing lifecycle emissions by up to 90% compared to traditional jet fuels. Moreover, it uses substantially less water and land than existing biofuels and other SAF alternatives, potentially offering a more sustainable solution in the face of escalating environmental concerns.
The “Fuel for the Long Haul” campaign spans multiple channels including out-of-home advertising, print, digital platforms, and various installations. It aims to foster conversations and educate both industry stakeholders and consumers about the benefits of sustainable aviation fuels.
Founded in 2015, Twelve has been a frontrunner in climate technology, notably in the fields of carbon transformation and electrochemistry. The imminent launch of E-Jet® SAF coincides with established partnerships with major industry players like International Airlines Group (IAG), British Airways, Alaska Airlines, Microsoft, Shopify, SABA, Boston Consulting Group, and Etihad Airways. These collaborations, along with accolades such as the World Economic Forum and UpLink Sustainable Aviation Challenge winner (2024), MIT’s 15 Climate Tech Companies to Watch (2023), and TIME Best Inventions (2022), underscore Twelve’s influence and credibility within the sector.
In a statement, Luis Gallego, CEO of IAG, highlighted the ongoing challenges and the crucial role of innovations in sustainable fuel production. We have a roadmap to achieve net zero by 2050 including a target to fly with 10% Sustainable Aviation Fuel by 2030,” he said, addressing the persistent global shortage of sustainable fuels.
With global aviation fuel consumption set to hit nearly 100 billion gallons this year, spurred by a resurgence in tourism and resulting in nearly 1 billion tons of CO2 emissions, the pressure to find sustainable alternatives has never been more acute. Both the U.S. and E.U. have introduced ambitious legislation to boost SAF production, reflecting a strong regulatory push towards reducing aviation’s environmental impact.
Nicholas Flanders, CEO and Co-Founder of Twelve, emphasized the broader significance of the campaign. Aviation sits at the center of the global supply chain and holds the power to connect each of us with our customers and loved ones,” he remarked. The E-Jet® fuel, according to Flanders, is more than a product; it is a symbol of the company’s commitment to a fossil-free future and the vast potential of carbon transformation technology. The campaign seeks not only to celebrate these advancements but to also galvanize the industry to join in this crucial mission.