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2000 Westchester
Ave.
White Plains
New York
10650
USA
tel: (914)253-4000
fax: (914)253-7753
website: http://www.texaco.com

Overview

After nearly 25 years of the same ad campaign, Texaco Inc. launched a new national marketing effort in February 1988. The company desperately needed to revamp its image. After a devastating 1985 lawsuit had sent Texaco to federal bankruptcy court, employee morale at all levels had sunk. Moreover, consumers' perceptions of the company had faded after decades of virtually identical advertising....