Havoline Launches Aggressive Ad Campaign After GM Nixes DEX-COOL
22 December 2000
30 Million Cars Affected HOUSTON - Equilon Enterprises LLC, has launched an aggressive advertising
campaign promoting its Havoline(R) Extended Life Anti-Freeze DEX-COOL(R)
in response to an August General Motors bulletin advising against the use
of DEX-COOL(R) compatible products in vehicles whose coolant systems were
filled at the factory using DEX-COOL(R) products.
DEX-COOL(R) compatible coolants are orange-colored like DEX-COOL(R) and
claim DEX-COOL(R) compatibility on their labels but do not meet the General
Motors GM6277M specification.
The new Havoline(R) Extended Life Anti-Freeze DEX-COOL TV commercial --
now airing on ESPN, ESPN2, TNN, TBS, Fox Sports, The Learning Channel, Sci Fi,
Speed Vision and Outdoor Life cable channels -- was developed to alert owners
of approximately 30 million GM vehicles manufactured since mid-1995 of the GM
service bulletin.
According to the new Havoline(R) commercial: "We could do a lot of things
in this commercial for Havoline(R) Extended Life Anti-Freeze. We could show a
beautiful pour shot. We could say Havoline(R) lasts five times longer than
most conventional coolants. But we'd never say you have to use it. We
wouldn't. GM did. GM just issued a bulletin stating you should only use
DEX-COOL(R) approved technology in your GM vehicles. DEX-COOL(R) compatible
coolants are not to be used in vehicles built with DEX-COOL(R)."
Peggy Montana, vice president of Marketing for Equilon Lubricants, which
markets Texaco-branded coolants and lubricants throughout the United States,
said Equilon is airing the 30-second spot because consumers need to know to
use a DEXCOOL(R) approved coolant like Havoline(R) Extended Life Anti-Freeze
DEX-COOL(R).
"We also want consumers to know that if they own one of approximately
six million GM vehicles manufactured in 1995 -- excluding Saturns and Geos --
it's time to change their anti-freeze," Montana said.
"Our Havoline(R) Extended Life Anti-Freeze DEX-COOL(R) has proven its
long-term performance time and time again against the effects of extreme heat,
corrosion and rust," she said.
Havoline(R) Extended Life Anti-Freeze holds the GM DEX-COOL(R) approval,
meets the GM 6277M Specification, and is readily available in stores where
automotive products are sold. The coolant meets U.S. car manufacturers'
requirements, Japanese car manufacturers' silicate-free requirements and
European car manufacturers' phosphate-free requirements.
Havoline(R) was awarded GM's first DEX-COOL(R) license in 1995. The
product extends cooling system drain intervals from the traditional
30,000- miles to a five-year or 150,000 mile recommendation. GM has
factory-filled virtually all of its vehicles with DEX-COOL(R) since 1996.
Saturn began using DEX-COOL(R) technology in 1997.
The patented organic acid corrosion inhibitor system in Havoline(R)
Extended Life Anti-Freeze DEX-COOL(R) eliminates the need for silicates,
phosphates, borates, nitrites and amines. Havoline Extended Life Anti-Freeze
DEX-COOL(R) coolant extends water pump life, provides outstanding hot surface
aluminum protection, and offers excellent heat transfer. Compared to
conventional coolants, Havoline Extended Life Anti-Freeze DEX-COOL(R) also
reduces the amount of spent coolant in the environment by extending drain
intervals.
DEX-COOL(R) is a registered trademark of General Motors Corp.
Headquartered in Houston, Equilon Enterprises LLC is a U.S. joint venture
between Texaco and Shell Oil Company. Equilon refines and markets
Texaco-branded products throughout the United States and includes Shell and
Texaco branded lubricants products.
