HOUSTON & SAN RAMON, Calif. Shell Oil Products US and Chevron Global Marketing hope to lure new customers this spring with new promotional and advertising campaigns launched this week.
In Houston, Shell launched the Take Your Pick promotion to reward new Shell Card holders for their fuel purchases, making a visit to the pump a more fulfilling experience.
Now through Monday, June 19, consumers who apply and are approved for the proprietary no-fee Shell Card are eligible for a $25 gift card from one of five pre-selected [image-nocss] retailers, including Shell. Other $25 gift cards may be selected for use at Best Buy, Lowe's, Amazon.com or iTunes. Customers who make three purchases with their new Shell Card within the first 60 days will receive the $25 gift card of their choice in the mail. Additionally, the Shell Card has experienced a complete redesign. The new format is translucent.
The Take Your Pick' promotion is one of the most competitive credit-card offers in the industry, said Carolyn Yapp, Shell US card and payments manager. Shell realizes that to broaden the company's branded gasoline credit cardholder base, we need to continue to offer incentives that quickly provide real value to consumers.
The Take Your Pick promotion is also designed to benefit Shell-branded wholesale, direct retail and multi-site operators by helping to drive traffic to sites and increasing the number of Shell Card holders, which are among the company's most frequent and loyal customers. Shell Card customers purchase double the amount of fuel as compared to regular bankcard customers, according to the company, and Shell does not charge transaction fees on the Shell Card, another benefit for operators.
Additionally, a Shell-branded wholesale, direct retail and multi-site operator Take Your Pick incentive program rewards eligible marketers, managers and store employees with $25 Shell gift cards based upon the number of new Shell Card applications submitted. They are being backed in their efforts to secure new cardholders with marketing support from enhanced point-of-purchase site materials and co-op print and radio advertising.
Meanwhile, in anticipation of gaining exclusive rights to the Texaco brand on Saturday, July 1, San Ramon, Calif.-based Chevron announced a new Texaco global advertising campaign to celebrate the people who know and love their cars, are driven by performance and trust only one brand of gasoline. The theme of the advertisements, People in the Know Trust Texaco, brings to life three Texaco assets: its strong heritage, a trusted brand and provider of quality products. The new advertisements, which feature the new tagline Trust your car to the star, are now appearing in television, radio, internet, and outdoor media outlets in 14 markets.
The latest Texaco ads celebrate the love consumers have for their cars, and the superior power, performance and quality that Texaco has provided motorists for more than 100 years, said Danny Roden, vice president of Chevron North America Marketing. Today, we continue to deliver top-quality fuel with the unbeatable cleaning power of Texaco with Techron, and look forward to providing our customers with premium products under the Texaco brand for years to come.
The new Texaco advertising campaign launched shortly before Chevron assumes exclusive rights to the Texaco brand in July. In connection with its 2001 merger with Texaco, Chevron was required to license the Texaco retail brand to Shell in the United States for the marketing and sale of gasoline on an exclusive basis until July 1, 2004. Currently, both Chevron and Shell have rights to use the Texaco brand in the United States.
Chevron Products Company plans to continue growing the brand by attracting marketers to the strong heritage and iconic stature of the Texaco star. The company has expanded the Texaco brand in 14 Southern and Eastern states since July 2004, supplying Texaco stations from Texas through Maryland and the District of Columbia. In December 2004, Chevron began marketing the Texaco brand in the following Western states: Washington, Oregon, California, Idaho, Nevada, Utah, Arizona and New Mexico.Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.