Shell to Pump $500m into Stateside Rebranding

11 February 2002

Anglo-Dutch petroleum titan Shell Oil announced Friday the massive coast-to-coast rebranding of around 13,000 former Texaco gas stations. The announcement came just forty-eight hours after Shell’s takeover of Texaco received the Federal Trade Commission's green light.

The $500 million rebranding is unlikely to proceed at a breakneck pace as Shell has negotiated exclusive rights to use Texaco branding at retail gasoline stations until June 2004 and thereafter on a non-exclusive basis until June 2006.

In a drive to win the ‘hearts and minds’ of Texaco retailers and wholesalers, Shell has developed a range of promotional materials to “communicate the benefits of joining Shell, provide an overview of the conversion process and introduce the diverse, global presence and marketing power of the Shell brand.”

The second phase of the rebranding will see a major consumer-oriented marketing drive. Explains Shell vice-president retail, Russell Caplan: “We’re not just converting from another brand to Shell. We're transforming Shell in the US at the same time. This is a very dynamic time with considerable momentum surrounding the Shell brand, our retailers, wholesalers and customers."

Data sourced from:; additional content by WARC staff