The marketer says the new gasoline will help all cars lower emissions of pollutants, improve engine performance and achieve better gas mileage. Further, CleanSystem3 claims to remove deposits that have already formed on engines.
The product was unveiled last week, but marketing details won't be divulged until Feb. 23. It is known that support will include a 30-minute infomercial slated for March 6 and March 18 in eight markets, after the main effort kicks off March 1. The infomercial is the first of its kind for an oil company, and Texaco hopes the ad will set it apart from other gasoline marketers, a spokesman said.
A teaser commercial broke this month. The spot from CME KHBB, New York, calls CleanSystem3 "Gasoline so advanced it could only come from Texaco-a technological leader."
CleanSystems3 replaces Texaco's System3 detergent gasoline, which has been on the market for five years. Competitors include Shell Oil Co.'s FormulaShell, Exxon Co.'s Phase IV, Chevron Corp's Techroline and Mobil Oil Corp.'s Super Plus Detergent Gasoline.