TEXACO NAME TO APPEAR AGAIN ON GAS STATIONS

ChevronTexaco Regains Rights to Brand in 2004

By Published on .

DETROIT (AdAge.com) -- The Texaco star won't fade into oblivion after all.

ChevronTexaco said today it plans to sell Texaco gasoline at retail July 1, 2004, when Texaco's former partners, Equilon Enterprises LLC and Motiva Enterprises LLC, lose their exclusive rights to the Texaco name.

Texaco agreed to to give

Related Stories:
SHELL OIL LAUNCHES $25 MILLION AD CAMPAIGN
Supports Rebranding of 13,000 Former Texaco Gas Stations
CHEVRON REVIEW DOWN TO Y&R, MCCANN
Former Incumbents in Final Financial Negotiations
JWT GETS TEXACO BUSINESS
Gas Stations to Be Converted to Shell
up the rights to the name in a deal to get the federal government's approval for its takeover by Chevron Corp. last fall.

Conversion by Shell Oil
Shell Oil, Texaco's ex-partner in Equilon and Motiva, already has said it will rebrand roughly 13,000 Texaco stations into Shell Stations. Last month, Shell launched a campaign from WPP Group's J. Walter Thompson, Houston, spotlighting the gas station conversion and other changes.

A ChevronTexaco spokeswoman said it's premature to discuss what ad agency would handle Texaco gas stations. WPP's Y&R Advertising, San Francisco, which had Chevron prior to the merger, handles the consolidated ChevronTexaco account. Omnicom Group's BBDO Worldwide, Houston, had Texaco.

The spokeswoman said it's too early to say how many Texaco gas stations the marketer would have in 2004.

In this article:
Most Popular