Due to a change in ownership, Chevron, a well-known brand in Hawaii for more than 100 years, was transitioning to Texaco, a brand that had never done business here. Importantly, the high-quality Chevron and Texaco fuels are identical and come from the same refineries.
The overarching mission was to let loyal customers know about the name change, while at the same time assuring them that the products, people and service they love were not changing. Same trustworthiness, same Techron, same Safeway loyalty program, same credit card, same = same. Besides keeping current customers, we also wanted to let all of Hawaii know about the attributes of these market-leading stations and products.
We began the rebrand with a research study conducted by Anthology Research, which confirmed that while Hawaii residents had little familiarity with the Texaco brand there were a sizable number of Chevron loyalists who valued their products. Based on these learnings, the campaign would draw a direct correlation between Chevron and Texaco. We used targeted radio for immediacy and rolled out customer-appreciation events at each station.
Once radio had established the “same = same” message, a television campaign marketed Texaco in its own right. The creative took the cool, confident “driving performance” national Texaco tone and localized it in a friendly, trustworthy way. Digital media included a geo-targeted program that focused on the areas surrounding each station. We also communicated that Texaco continues to be a proud sponsor of UH sports just as Chevron was.
Following the campaign the Texaco brand and identity have rapidly become established in the Hawaii market with strong sales and no drop-off in revenue or customer transactions.