Phillips 66: A Full Tank of Gas and Half a Pack of Cigarettes

Phillips 66, a multinational energy company, created different ads for its three US regional audiences which helped to boost sales by as much as 45%.

Case Summary

Phillips 66: The Elwood Moment

"A full tank of gas, half a pack of cigarettes, it's dark and we're wearing shades. Hit it."

Phillips 66 owns three distinct regional gas station brands: each competing in perhaps the most mundane and unloved of categories. A category where many competitors own their stations and employ staff directly, so can try to improve brand experience, but Phillips does not own or control any aspect of the physical experience other than the branding and the gasoline you buy.

Not only did they need to find a way to be more than the...

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