How advertising fuels growth at Phillips 66

Creating connections that strengthen brand awareness, drive engagement and deliver results.

In a competitive fuels market, companies are racing to create meaningful connections that ultimately drive tangible business outcomes. Phillips 66 is setting the pace, using advertising as a catalyst for growth and loyalty - fueling brand awareness, sparking connections and driving results across every market and moment.

Why it matters: Strong brands are not just seen, they are chosen. They help shape selections consumers make, and they are a reason customers choose to do business with a company.

Building brands that enable long-term growth

Lasting brands are built on consistent, relatable experiences that earn trust and strengthen emotional connections, making consumers more likely to choose and champion a brand.

An example of this is 'Carousel', the latest UK JET® campaign in the 'Keep on Moving' series, which captures the rhythm of everyday travel and positions JET as a familiar, dependable part of local journeys.

Go behind the scenes to see how the film was brought to life - focusing on real places and everyday moments to connect with drivers while reinforcing JET's value to customers.

The everyday moments of GO

Similarly, the Phillips 66®, Conoco®, and 76® brand campaigns break through the everyday noise - the pings, dings and constant asks -by reminding consumers that a single squeeze of the pump can transport them from the routine to the remarkable.

Three easy steps to help you GO wherever your imagination takes you:

1. Pull into a Phillips 66®, Conoco®, or 76® branded gas station.
2. Squeeze the pump.
3. You're there!

See it come to life: Phillips 66® | Conoco® | 76®

Turning consumer engagement into measurable results

Engagement is most powerful when it drives action. Phillips 66 creates fun, fan-focused digital experiences like digital games and mobile pay app-based challenges that connect with consumers.

Take a closer look:

• Seventh inning sketch: Race against the clock to spot hidden images in this interactive baseball stadium picture puzzle.
• Hoop hero: Beat the buzzer and score as many baskets as you can before time runs out in this virtual basketball challenge.

A recent Road Trip Games campaign even went on to earn multiple awards from the American Marketing Association (AMA), which recognizes excellence in marketing strategy and effectiveness, and from the American Advertising Federation (ADDY), which honors creativity in advertising.

Participation has perks

During the Phillips 66® Big 12 Basketball Tournament, the Stack-It Challenge launched in the Fuel Forward® App, rewarding consumer participation with fuel discounts.

The results: Half of the redemptions occurred after the tournament ended, and participating markets saw gains beyond the campaign, demonstrating how thoughtful engagement-based advertising and sponsorships can drive impact.

Diversified approach

Social media is at the center of every conversation, offering two-way communication between our brands and our consumers and customers. Built around thoughtful community engagement and intentional creative that taps into seasonal or trending moments and business expertise, Phillips 66 uses dynamic strategies to deliver business impact:

• Paid and organic practices to boost measurable campaign growth and participation while remaining a key contributor culturally across key markets.
• Influencer marketing and user-generated content to increase brand reach and build brand trust.

The impact: We are proud of our 1 million followers (and growing) across all brands and would like to thank them for their continued engagement.

Smarter advertising, sustained growth

Phillips 66's advertising approach reflects a focus on clarity, consistency and results by aligning creative execution with strategy and measurement.

The goal isn't more advertising - it's smarter, more impactful investment that fuels sustainable growth.

Explore the brands on social: Phillips 66®: Instagram, Facebook | Conoco®: Instagram, Facebook | 76®: Instagram, Facebook | JET®: Instagram, Facebook