Miami's Natcom Continues Brand Building For Chevron Motor Oil In Latin America

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.”