As the #5 brand in the consumer motor oil category, Chevron/Texaco was determined to maintain their retail shelf space with the relaunch of the storied Havoline brand. However, they needed a way to convince the channel (and consumers) that their "father's motor oil" still had a reason for being kept on the shelves.
...award-winning TV ad campaign...
We reinvented everything from the formulation & packaging and brought forward a brand-new consumer promise of "engine protection" that none of the competitors were claiming. The result: I developed an award-winning TV ad campaign & helped stabilize the product's retail presence.