Since the 2002 merger of Conoco and Phillips 66, Phillips 66 has been manufacturing and marketing finished lubricants under the brands 76, Conoco, Phillips 66, Kendall and Family of Brands. Each had regional strengths while Kendall leads the national brand flagship.
Beginning July 1, 2016, the heritage brands of 76, Conoco and Family of Brands will begin to be phased out as Phillips 66 concentrates on its two most recognizable and strongest brands, Phillips 66 and Kendall. This will allow for more concentrated national branding, marketing and advertising with a larger and more diverse product offering.
The move from a tri-branded strategy is intended to help elevate the profile of Phillips 66 Lubricants as a national lubricant supplier and better position it for the future.
As a result of the consolidation, Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricant products for every need under the Phillips 66 and Kendall brands.
The consolidation will affect only the Phillips 66 Lubricants business. The Phillips 66, Conoco and 76 fuel brands will remain intact.
We believe this new direction will help build long-term equity for our brands and enable us to compete more aggressively in the marketplace. Consolidation simplifies the brand portfolio while also allowing us to increase marketing support for two distinct brands. We’re committed to building strong brand awareness and focusing our efforts to have greater impact and be more efficient overall.
Manager of Finished Lubricants
The impact of these changes on you, our valued customers, will be minimal.
If you have any questions regarding this transition, please contact Customer Service at 888.810.3835.