The Challenge


To reintroduce Texaco Lubricants across Europe on behalf of long-standing Torque client Chevron.


The project would involve lubricant products sold in its three core markets; consumer vehicles, commercial vehicles and industrial applications in multiple European countries. This complex, strategic corporate communications brief also required an internal marcoms plan to ensure buy-in from all business partners and stakeholders.


How Torque Helped


The multidisciplinary project required a pan-European multi-language marketing, digital, PR and advertising programme, to showcase the Enduring Performance of the Texaco brand. To tell the story, we created the Texaco Stars campaign.


Torque created a structured digital, PR and marketing programme, managing full implementation with our global Automotive PR network partners in seven key European markets.

This interactive PR campaign was implemented in partnership with Texaco Lubricant business partners.


The Torque studio created a multimedia deck and keynote speech to unveil and explain the programme to stakeholders at an international distributor conference, in Belgium.

We launched and now manage Texaco Lubricants social media channels, using these platforms to maximise brand exposure, drive awareness and create engaging content with the athletes supporting Texaco as brand ambassadors.




Torque was able to deliver this complex campaign, working in close collaboration with both our client and other partnership advertising and digital marketing agencies.  Paid social media advertising reaped immediate results for the Texaco brand, which when combined with organic reach, resulted in over 620,000 engagements in the first six weeks.


March 8, 2021