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
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.