Chevron gained exclusive rights to the Texaco brand for its retail locations in the United States. After Chevron’s 2001 merger with Texaco, the company was required to license the Texaco retail brand to Shell in the United States for marketing and sales of gasoline until June 30, 2006.
Chevron launched a global advertising campaign in April with them “People in the know trust Texaco” ahead of the exclusivity arrangement. New advertisements feature the tagline, “Trust Your Car to the Star,” and are appearing in television, radio, Internet and outdoor media outlets in 14 markets
