SHELL OIL LAUNCHES $25 MILLION AD CAMPAIGN

Supports Rebranding of 13,000 Former Texaco Gas Stations

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DETROIT (AdAge.com) -- Shell Oil Co. breaks a more than $25 million national ad campaign this week for its U.S. gas stations. The print-and-TV work introduces the tagline "Waves of change."

The ads spotlight Shell's reformulated fuels, refurbished stations and increased customer convenience.

WPP Group's J. Walter Thompson, the marketer's global agency, handled the campaign. A spokesman said JWT, Houston, developed the print and radio, while the lead global office, JWT, London, created the theme and TV commercial.

13,000 gas stations
The timing of the blitz follows the start of Shell's rebranding of roughly 13,000 Texaco stations. The conversions were part of Texaco's deal with the federal government to divest its gasoline stations from a marketing venture with Shell.

Texaco was acquired by Chevron Corp. last fall. The new marketer is called ChevronTexaco Corp. Shell has said it hopes to have all the Texaco stations rebranded by mid-2004.

Through December
The campaign will run through December. The media buy includes national broadcast and cable TV networks, national print and spot radio.

Karen Wildman, manager of national advertising at Shell, said the campaign is global and that the U.S. is among the first country to use it.

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