In case you missed our quarterly Miles Ahead: As we embark on a new year, we are excited to share our roadmap for 2024, filled with innovations, expansions and strategic initiatives designed to elevate the Phillips 66®, Conoco® and 76® brands and help build consumer loyalty and drive traffic to your site(s). In this first edition of Miles Ahead, we’ll dive into the key highlights of what you can expect in 2024.
Ready. Set. GO GO GO.
GO GO GO™ Campaign: Redefining how we bring the Go! In late 2023, we unveiled the GO GO GO™ campaign, and the response has been nothing short of phenomenal. The new campaign is centered around the idea that GO is a big part of people’s everyday lives in more ways than they’re even aware – from the epic cross-country road trip to picking up snacks before the big game and everything in between. This year, we’re injecting even more GO into this initiative and we’re ready to amplify throughout our consumer advertising and promotions.
Broadening the Campaign: We’re expanding GO GO GO™ to encompass more everyday moments – like grabbing groceries or the morning commute. In 2024, consumers can look forward to unique GO GO GO™ experiences, innovative brand activations, games, and delightful surprises. These engaging moments will be a vibrant part of our advertising, sports sponsorships, and social media presence. Further enhancing the campaign, we’re on track to introduce fresh radio spots, digital ads, and new TV commercials later this year that spotlight the diverse ways consumers embrace the ‘GO’ in their lives.
Unified Brand Vision: Our brands – Phillips 66®, Conoco® and 76® – are now seamlessly integrated under the GO GO GO™ banner. This strategic move enables us to leverage our collective strength, ensuring a cohesive and powerful brand that resonates across all touchpoints. This unification is more than symbolic; it’s a strategic move that enhances our ability to leverage the combined strength of our brands, making a more substantial impact in the market.
As we move forward, the GO GO GO™ campaign is set to become a cornerstone of our brand identity, bridging connections with our customers across various platforms and creating memorable experiences that resonate with the ‘GO’ in everyone’s life.”
Fuel Forward™ App: Enhancing Experience with Unified Focus
In 2023, consolidating our three fuel brand apps into the Fuel Forward™ App marked a significant shift in our digital strategy. As we delve into 2024, we’re working to significantly enhance the app’s user experience and promotional capabilities.
Streamlined and Efficient: By focusing on one app instead of three, our team can dedicate more resources to improving functionality, usability and promotional offers. In this month’s release, we’re rolling out major enhancements designed to improve ease of use and build loyalty by creating a more seamless and convenient experience for consumers. For example, we’ve successfully halved the onboarding steps (from 10 to 5) and automatically integrated popular payment methods like Apple Pay and Google Pay.
More Targeted Promotional Campaigns: Our Mobile Pay promotional strategy has been a key driver in increasing both station visits and volume. In 2024, we’re gearing up for a full calendar of strategic promotional campaigns. For example, we have the recent Valentine’s Day offer where customers enjoyed 14 cents off per gallon only on February 14th. The promotion was accompanied by a well-coordinated “surprise” campaign communicated across multiple channels including the app, social media, and email. Our 2023 results prove that these types of holiday promotions are effective in helping to drive traffic to your station(s).
As we roll out these new features, the Fuel Forward™ App becomes more than a payment platform; it’s a vital tool in elevating the customer experience at your station(s).
76® Renewable Diesel: Investing Today for a Better Tomorrow
2024 marks a significant expansion for our Renewable Diesel (RD) initiative. Building on our California success, we’re introducing RD to Oregon this year, helping to increase its availability along the West Coast in 76® markets. This expansion supports our commitment to providing you with high-quality fuels to ensure we have an iconic future.
Sustainable Supply: The Phillips 66 San Francisco Refinery is currently undergoing a transformation, dubbed Rodeo Renewed, to become the world’s largest production facility of renewable fuels. Upon completion of Rodeo Renewed, the facility will produce more than 800 million gallons a year of renewable fuels. This will increase total renewable fuels supplied to the California market by 200%, ensuring reliable supply for your sites.
Targeted Marketing for RD: We’re supporting the broader availability of RD with a robust marketing and advertising campaign. This campaign will include broadcast and highly-targeted digital media focused on reaching diesel vehicle drivers, educating them about the benefits of RD, and showcasing its environmental advantages.
Sports Sponsorships: Go for the Win!
Our commitment to sports marketing has always been a fundamental component of our branding strategy for the Phillips 66®, Conoco® and 76® brands. Last year marked one of our most successful years in sports sponsorships to date, with investments spanning college teams and conference sponsorships, as well as high-profile professional teams in the MLB, NFL, MLS, and NWSL. This wide-ranging presence allowed our brands to capture the spotlight during many of the year’s key sports moments.
As we look ahead to 2024, we’re eager to continue expanding our sports sponsorship portfolio. The college sports scene, in particular, is on the cusp of significant changes. Long-standing rivalries are shifting as teams change conferences, while the conferences themselves are realigning or even disbanding. This evolving landscape in college sports offers an exhilarating opportunity for growth, and we’re excited to announce several changes and additions in the coming months.
Our enduring commitment to sports sponsorships is rooted in their ability to engage vast audiences and cultivate fan loyalty. Despite the landscape’s evolution, our goal remains unwavering: to leverage these sponsorships to help build consumer loyalty and drive traffic to your site(s).
Fueling a Future of Innovation and Growth
As we step into 2024, our fuel brands are poised for a year of transformation and growth. Our commitment to innovation and customer engagement is unwavering. Together, we’re driving progress, and making every mile count.
