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TEXACO WILL REVISE ADS

By Published on .

An ad challenge by Chevron Corp. has dealt a setback to Texaco's drive to distinguish its new CleanSystem3 from other gasolines.

Texaco last week agreed to revise parts of its ad campaign in response to a complaint Chevron filed with the National Advertising Division of the Council of Better Business Bureaus. CleanSystem3 was introduced March 1 with an estimated $20 million campaign created by Campbell Mithun Esty, New York.

NAD supported Texaco's claims that the new gasoline cleans dirty engines in a way that improves performance and lowers emissions of pollutants. However, the watchdog group concluded that Texaco's sweeping superiority claims against other gasolines were unproven. Chevron said in its complaint that its own gasoline additive cleaned engines comparably to CleanSystem3.

Texaco will drop its theme line, "Changing what gasoline can do." In addition, Texaco agreed to change "highest performance" to "higher performance," and drop the description, "a breakthrough in technology," substituting "a breakthrough in Texaco technology."

A spokeswoman said Texaco disagreed with the finding that its advertising was comparative but said it agreed to comply "in the spirit of the self-regulatory process."

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