Phillips 66 Launches New Ad Campaign

Tagline, TV spots highlight brand’s 'Live to the Full' mantra

HOUSTON -- Just in time for the NCAA basketball tournaments, Phillips 66 is launching a new ad campaign—and tagline.

“Live to the Full” is the name of the fuel brand’s new 360-degree advertising campaign and its tagline, replacing “Proud To Be Here.” In designing the campaign, Phillips 66 was inspired by its customers’ ability to live life to the fullest, powered by its branded fuel.

The 90-year-old fuel brand will debut its Live to the Full campaign and tagline in several venues, including 30- and 60-second TV commercials that began airing Jan. 3. Advertising spots are airing on ESPN and Fox Sports nationwide during the men’s and women’s Big 12 NCAA basketball games, for which Phillips 66 is the title sponsor.

The documentary-style commercials aim to show how individuals’ lives intersect with the Phillips 66 fuel purchase. "Victory" (watch below) profiles a dad driving his basketball-playing daughter to games, “S.A.H.M.” features a stay-at-home mom running errands, and "Driver" follows the daily rounds of a driver for a ride-hailing service a la Uber or Lyft.

The Live to the Full campaign also includes digital and radio advertising, social media and billboard advertising, beginning in March. New point-of-purchase material at all Phillips 66 stations, both at the pump and in the store, also is included.

The ad campaign and new tagline are just the latest signs of a refresh for Houston-based Phillips 66. In May 2017, the refiner-marketer debuted a new image program for its Phillips 66, Conoco and 76 fuel brands, including updated logos, modern materials for the fuel canopy and bright lighting.

Phillips 66 is a diversified energy manufacturing and logistics company. Using a network of branded marketers and dealers operating about 7,500 retail outlets, its U.S. marketing business supplies Top Tier-branded gasolines under the Phillips 66, 76 and Conoco brands.

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