NatCom Marketing Communications in Miami has launched the second phase of a $4 million image campaign in Latin America for Chevron Products Co.
The Hispanic work aims to raise brand awareness of Chevron's automotive lubricants. Local and national print and pan-regional television is currently breaking in 26 countries and territories in Latin America and the Caribbean.
"For us, the challenge is to build [the Chevron] brand from scratch," said NatCom president Bob Rodriguez, noting that Chevron enjoys little brand equity in Latin America compared to competitors.
For the Latin American launch, the agency developed original creative, including the theme, "Su camino al futuro," or "Your road to the future." (Chev-ron USA, which uses Young & Rubicam in San Francisco, employs the tag, "Chevron. Simply smarter.")
One TV spot, "Stubborn Car," promotes Chevron's Supreme ºbrand car motor oil. A man and his teenage son are at a mechanic's shop trying to pry their car's oil cap off. When the man's younger son hops out of the car to replace a generic brand with Chevron oil, suddenly the cap cooperates.
The "Rough Trucks" spot focuses on Chevron's Delo brand heavy-duty motor oil. A young male truck driver encounters a closed road that is magically restored thanks to the power of Delo oil in his vehicle.
Media buys in Latin America in-clude CNN, Discov-ery, ESPN, Fox Sports and The Weather Channel.
The first phase of the brand awareness mission was a direct campaign targeting retailers. In November and December, NatCom will introduce a trade incentive program and a consumer promotion.
Chevron Products, based in San Francisco, assigned the Latin American global lubricants account to NatCom earlier this year [Adweek, Feb. 10].