A proprietary ingredient focus, powerful and distinctive brand positioning, and an animated cars ad campaign led to decades of sales growth and a shift from a large base of occasional customers to real customer loyalty
“Chevron’s iconic animated cars Techron campaign has moved the brand out from the pack and into markedly greater sales and profitability.”
-Jim Gordon, Vice President Advertising, Chevron
Executive Summary
Client Challenge
-
Like most major brands in the gasoline category, revenues at Chevron and the grade mix (percentage of higher-priced premium sold versus less profitable mid grade or regular) were on par with competitors as most brands had similar perceptions and faced the same challenge of having a large base of occasional customers that used most of the major brands interchangeably and without significant loyalty.
-
Chevron’s Techron additive was a proprietary and proven ingredient that provided superior cleaning of engine deposits--but making this claim compelling to consumers was not easy
Strategy
-
Redefine the Chevron brand’s positioning behind Techron’s unsurpassed cleaning
-
Make Chevron’s product claims accessible to consumers by focusing on benefits and values that were more meaningful than just claims
-
Put a friendly face on the brand with advertising featuring friendly anthropomorphic cars (unique animation style) entreating their humans to keep them clean on the inside by treating them to Chevron with Techron. Initial Tagline: Simply Smarter. Today’s tagline: Care For Your Car.
Solution: Laddering Benefits and Values into Messaging and Adding a Friendly Face
Start with the Why or underlying value and you will better connect with prospects (dual persuasion of heart and mind):Chevron with Techron
↓
Objective benefit: Cleans engine deposits↓
Subjective benefit: Engine runs smoother↓
Value: Safety: for my child riding in back in the car seat (Mom driving Volvo)↓
Value: The girls are impressed with how my car sounds (Guy driving Corvette)
Business Impact
- “The Simply Smarter”, Techron additives-focused advertising for Chevron still stands up as one of the most successful campaigns ever in the gasoline category (measured in terms of clutter breakthrough, message recall, positive attribute ratings shifts, sales and improved grade mix/incremental premium sales)
- The campaign was extended broadly to add premiums (toy cars for kids), distinctive outdoor boards and even to adding a Chevron-branded sponsored attraction/ride at Disneyland (Autotopia)
- This campaign remains on the air over 2 decades after its introduction