Phillips 66 consolidating lubricants into two brands

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P66_Lubricants_RtPhillips 66 Lubricants announced Thursday that it will consolidate its lubricants portfolio into two brands, Phillips 66 and Kendall Motor Oil, effective July 1.

Once complete, Phillips 66 Lubricants will no longer produce or market 76 Lubricants or Conoco branded lubricants.

Transitioning from a tri-branded strategy, where the company marketed Phillips 66, Conoco and 76 brands, will help to elevate the profile of Phillips 66 Lubricants as a national lubricants supplier and better position it for the future, the company says.

As a result of the consolidation, Phillips 66 Lubricants says it will optimize its product portfolio mix and develop a full line of lubricants products for every need under the Phillips 66 brand.

Bryan Faria, manager, finished lubricants, says consolidation also simplifies the company’s brand portfolio, while also allowing Phillips 66 Lubricants to increase marketing support for two distinct brands.

“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,” adds Jamie Allison, director, lubricants brand management. “Our multi-brand approach has caused confusion among customers and diluted Phillips 66 Lubricants’ perception as a national lubricants brand. 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, which will ultimately streamline selling efforts.”

The consolidation affects only Phillips 66 Lubricants business and the oils themselves will undergo no formulation changes.

Phillips 66, Conoco and 76 fuel brands will remain intact

Jason Cannon has written about trucking and transportation for more than a decade and serves as Chief Editor of Commercial Carrier Journal. A Class A CDL holder, Jason is a graduate of the Porsche Sport Driving School, an honorary Duckmaster at The Peabody in Memphis, Tennessee, and a purple belt in Brazilian jiu jitsu. Reach him at [email protected].