Chevron Corporation: A World Of Energy campaign
Susan RislandOVERVIEW
NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, Texaco Inc. and Chevron Corporation merged. The essay continues to refer to the company's name as Texaco, as that was the official name of the organization when the campaign was launched.
In 1997 Texaco was the fifth-largest marketer of crude oil, natural gas, and other related products. On the list of rival companies that were outperforming Texaco were the Exxon Corporation, the Royal Dutch/Shell Group, BP p.l.c., and Mobil Corporation. To...