Exxon Targets Women in New Print Execution

HOUSTON – Exxon and its agency, McCann-Erickson/Houston, are targeting women directly with a two-page test ad running in the August issue of Cosmopolitan. Chuck Hale, Exxon USA advertising and promotions manager, said response to the ad will be evaluated to see if the gasoline marketer can ‘compete in that environment.’ The Cosmo spread shows an attractive businesswoman at an Exxon Supreme pump filling her car’s tank. The head reads ‘Taking care of your car isn’t nearly as hard as men make it out to be.’
Copyright Adweek L.P. (1993)