Chevron Lummus Global (CLG) LLC is a joint venture between ChevronTexaco's Technology Marketing Department and ABB Lummus Global. CLG is a major player in the catalytic dewaxing technology field of petroleum refining -- producing high quality lubricants. But competitors are increasing market share and driving down margins.

CLG was ready to introduce a new catalyst to refiners worldwide. The company viewed this new product as a major initiative, crucial to its long-term business success.

Clarity05 helped develop a campaign designed to

• (a) introduce the important new product
• (b) reinforce CLG's technology leadership position
• (c) emphasize customers' success using CLG's technology and
• (d) emphasize the excellent relationship between CLG and its key customers.

The campaign theme features customers, CLG scientists, and the importance of this valuable technology. It was applied to several testimonial-style ads in trade magazines.

With this new advertising campaign, CLG has taken a big step to strengthen its identity and differentiate itself from the competitors.