Texaco Introduces New Havoline Logo for Entire Family of Lubricant Products
30 June 2000
Newly Designed Logo And Packaging Reflect Leading Edge Image To Global Markets
HOUSTON - Texaco announced today that it is introducing a new logo and package design for the company's entire family of Havoline(R) branded lubricant products. The new logo is designed to convey key product attributes of trust, technology, performance and innovation to Texaco Havoline customers worldwide.Commenting on the announcement, Thomas S. Neslage, president and general manager of Texaco Global Products LLC, said, "This change is the result of a global brand initiative that brought together a team of experts from Texaco and its alliance partners in the United States and around the world. Our goal was to identify the most effective way to enhance Havoline's image while building upon its strong brand heritage. We believe our new Havoline logo accomplishes this goal and positions us for continued sales growth."
The new Havoline Motor Oil label more effectively communicates the company's product messages, addressing dynamics and performance with a shiny piston, surrounded by blue to represent the cooling and protection provided by Havoline. In addition, the viscosity grade has been moved and enhanced to be easier to read on store shelves, and the "Add More Life to Your Car(R)" advertising theme was added to reinforce product branding, as well as carry the message of the company's advertising and motorsports sponsorship campaigns.
"The purpose of our market research was to identify customer perceptions about the Havoline brand," added Louise A. Nemanich, president of Equilon Lubricants Company, a division of Equilon Enterprises LLC, which manufactures and markets Havoline-branded products throughout the United States. "What we found is that the brand evokes feelings of heritage and trust in performance for the consumer. Our new logo better communicates the leading edge technology and innovation of the Havoline product line, while building on the heritage and trust that consumers have placed in our brand over its long and successful history."
Packaging containing the new Havoline logo will begin showing up on U.S. retailers' shelves in July, with international introductions planned for later this year and during 2001. In addition, the new Havoline logo will first be seen publicly on July 1 on the No. 28 Texaco/Havoline Ford of Ricky Rudd at the Pepsi 400 NASCAR race in Daytona Beach, Fla.
Texaco Xpress Lube, the second largest branded quick lube chain in the United States, Texaco distributors and other professional installers who sell Havoline products also will begin to change point-of-sale materials and signage this fall. In early 2001, a new Havoline quart bottle design will be launched.
Specially designed for passenger cars, sport utility vehicles, mini vans and light pickup trucks, Havoline products include motor oils, antifreeze/coolants, greases, transmission fluids and additional products, such as oil and air filters, brake and power steering fluids and gear oils. Based on 1999 NPD results, Havoline passenger car motor oil is the fourth largest motor oil brand in the U.S. retail "do-it-yourself" sector.
Headquartered in Houston, Equilon Enterprises LLC is the U.S. joint venture between Texaco Inc. and Shell Oil Company. Equilon refines and markets Texaco and Shell branded products in the western and Midwestern United States and includes the Texaco and Shell nationwide transportation and lubricants businesses.
