1971. Single-sided masonite (SSM) In 1971, Texaco launched a "nostalgia-driven" retro merchandising plan (note the text on the label referring to the "Texaco Merchandising Plan"). Instead of designing new graphics, they dug into their corporate archives and pulled out their most iconic historical imagery, including this sign. Back in the 1930s, clean restrooms were not just a courtesy; they were the primary way gas stations competed for brand loyalty. This is often known as the era of the "Restroom Wars" because oil companies realized that while men drove the cars, women often decided where to stop. The "Woman's Touch" campaign aligned with Texaco's successful "Registered Restrooms" program. The tall woman in the elegant red outfit holding the hose represents the idealized, immaculate standard of service that diffused the stereotype of the "greasy, dirty gas station". All items are guaranteed authentic by Miller & Miller Auctions. All purchases are eligible for free delivery to the Check the Oil Show on June 26, 2026. 72" x 48".

Size
72" x 48".

Condition
Excellent colour. Minor edge nicks., Stable crack to the front side originating beneath the lower right grommet, travelling 6" upward. Minor scuffs.