Chevron Base Oils

Base oil from Chevron is an integral part of refined lubricants. This ad was part of an effort to raise CBO’s international profile. We created spread and single-page versions. There’s a version that’s Euro-flavored as well as this one with an Asian visual. (Click image for a larger view.)

Ad for Chevron Base Oils

These ads ran in trade journals in 2006-2007. It was an attempt at marketing by education. But there’s a limit to how much you educate PhDs via traditional print ads. Today, thanks to the lower cost of video production and distribution via the web, marketers large and small have many better opportunities to educate their communities.

Key insight

CBO never invested much in the development of their sub-brand via advertising, and certainly not on their website. Maybe they were making too much money to bother with it. They produced a single ad every couple years, made small modifications if necessary and continued to run it long after it had lost its impact.

When times are flush, take advantage of the opportunity to develop marketing infrastructure and strategies. It doesn’t have to be high-profile or expensive. Then, when record profits are no longer pouring in, you’ll have the advantage of not needing to create a marketing program under make-or-break pressure.


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