Texaco Inc.: Star Of The American Road campaign

After nearly 25 years of the same ad campaign, Texaco Inc. launched a new national marketing effort in February 1988.

Texaco Inc.: Star Of The American Road campaign

Rebecca Stanfel

Overview

After nearly 25 years of the same ad campaign, Texaco Inc. launched a new national marketing effort in February 1988. The company desperately needed to revamp its image. After a devastating 1985 lawsuit had sent Texaco to federal bankruptcy court, employee morale at all levels had sunk. Moreover, consumers' perceptions of the company had faded after decades of virtually identical advertising. Texaco had "become a faceless entity among motorists," said the Los Angeles Times."Star of the American Road," created with ad agency William Esty Co., sought to...

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