Texaco began as the Texas Fuel Company in 1902, founded in Beaumont, Texas. Initially, it wasn’t set up to drill wells or produce crude oil but focused on refining and distributing petroleum products. Over time, it expanded its operations, and by the 1920s, Texaco was a well-established name in gasoline and motor oil.
This 1923 ad would have been part of Texaco’s early branding efforts, likely promoting its growing reputation in fuel and lubrication. The winter imagery, with the phrase "Cold engine—no matter!", emphasizes Texaco motor oil's reliability even in freezing temperatures. The comparison to a boy with new skates evokes a sense of excitement and readiness, making the product feel dynamic rather than just functional.
Texaco's branding was strong during this period. The company consistently marketed its petroleum products as clear, clean, and golden-colored, reinforcing a perception of quality and purity. The phrase "Run with Texaco Gasoline—Save it with Texaco Motor Oil" suggests synergy between its products, urging drivers to stay loyal to the brand.
This ad also taps into a sense of adventure—the idea that a car should be as ready to go as its driver, no matter the weather. It’s subtle but effective in positioning Texaco as a trustworthy companion for winter driving.
[Sources: Wikipedia, and Texaco.com]