Our first ads were very much of their time
_ straightforward selling tools for asphalt, paint and varnish
products. That all changed in 1915 when a 29-year-old Englishman
named Harry Tipper became our first advertising manager. Tipper
created the first uniform hanging signs for our filling
stations; designed billboards advertising gasoline and
kerosene; developed clever print ads; and produced product
brochures and other print materials.
Texaco’s slogans gained attention
_ and played
up the quality of our products. Some of the early slogans were:
"Texaco Gasoline _ More Miles per Gallon;”
Oil _ the Care Free Oil;” and “Texaco Motor Oils _
Clear, Golden,” which highlighted our lighter-colored oil in
elegant glass bottles. Internationally, we gained markets by
selling our lubricants under the brand “Light of the Age.”
an early television ad
singing dealers proclaimed:
"Oh, we're the men of Texaco,
we work from Maine to Mexico."
Over the decades, our ads have stressed service and
trust, two hallmarks of Texaco retail stations. A 1938 magazine ad
read: “We Texaco Dealers know cheerfulness and courtesy mean a
lot to you and to us.” In the early days of television on
Milton Berle’s “Texaco Star Theater,” our singing dealers
proclaimed: “Oh, we’re the men of Texaco, we work from Maine
to Mexico.” And we assured drivers that their automobiles were
in good hands with slogans such as: “We’re Working to Keep
Your Trust” and “You Can Trust Your Car to the Man Who Wears
In 1938, Texaco became the first company to
advertise the cleanliness of our service station rest rooms. Ads announced that Texaco Registered Rest Rooms were “Clean
Across the Country.”
Ed Wynn promoted Texaco's Fire Chief Gasoline during the 1930s.
We also enlisted the personalities on
Texaco-sponsored radio and television shows to advertise our
products and services, beginning with the first live radio
broadcast in 1932 when comedian Ed Wynn wore a fire chief’s hat
to introduce our new Fire Chief Gasoline and continuing with legendary entertainers
such as Jack Benny and Bob Hope.
Over time, though the words change, the message
remains consistent. As a 1999 television commercial stated: “As
long as there are Sunday drives in the country … as long as big
cities need bright lights, the people of Texaco will go to the
ends of the earth to find the energy the world needs to keep on
Texaco's "A cleaner
source of energy is coming down the pipe"
ad for fuel cell technology.