To strengthen strategic relationships and drive growth, Phillips 66 Lubricants will consolidate its Lubricant’s portfolio into two brands, Phillips 66 and Kendall Motor Oil.
The company is transitioning away from a tri-branded strategy to help elevate the profile of Phillips 66 Lubricants as a national lubricants supplier. Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricants under the Phillips 66 brand.
The consolidation only affects Phillips 66 Lubricants business, Phillips 66, Conoco and 76 fuels brands will remain intact.
"We historically included three brands-Phillips 66, Conoco and 76-on a tri-branded packaging label for certain categories of products in the marketplace, such as Industrial lubricants, greases, automatic transmission fluids and some heavy duty engine oils,” said Jaimie Allison, director of lubricants brand management at Phillips 66. “Transitioning away from a tri-branded strategy provides a clearer brand promise and stronger product positioning, and the benefit will be greater overall brand recognition.”
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