Go Go Go® Keeps Going
2025 is all about keeping up the GOmentum. Building on last year’s success, we’re doubling down on what worked while introducing new digital channels and platforms to reach even more drivers where they are — on their devices and connected dashboards.
With an expanded advertising campaign, we’re bringing the GO to even more of the country than ever before — helping to ensure a maximum number of drivers see the brand as the catalyst for life’s everyday moments. This year, we are expanding the GO GO GO® campaign to include specific initiatives to reach competitive brand fuel purchasers while maintaining engagement with our base of loyal users — which is just marketing speak for how we’re helping boost traffic and build consumer loyalty.
We’re excited to continue to amplify and own GO in a way that keeps the brands and your site(s) top of mind.
Fuel Forward® App
Our mobile pay experience isn’t just a simple and secure way for consumers to fuel up – it’s an invaluable tool we can use to help increase brand loyalty and drive repeat traffic directly to your site(s).
Stand-Alone Commercials for the App
We’re bringing the Fuel Forward® App to TV screens near your station(s) with a new campaign: Download. Stack. Save. Launched in Q4 of 2024, this campaign educates and engages consumers on the stackable discounts available while showcasing the app’s ease of use. The first commercial, How Low Can You Go, uses a memorable limbo theme to showcase savings. These ads — running in both English and Spanish — will be a part of a concentrated summer push across TV and social media.
Market-Specific Offers
2024 showed us great success with tailored promotions for specific days — so this year, we’re doubling the number of offers throughout the year to ramp up localized engagement. This includes all-new offers like our 10 Cent Tuesday as well as an expanded list of our successful holiday offers like our recent Valentine’s Day offer and the upcoming Tax Day and 4th of July offers. So far, we’re seeing strong results — promotion of the first 10 Cent Tuesday on paid social channels and in the app led to a 6% jump in transactions compared to other Tuesdays in January. And that’s just the beginning! In addition to these exciting nationwide offers, you can also expect to see more regional offers deployed in conjunction with promotions, sports sponsorships and specific seasonal demand like spring break.
Pilot Program Learnings
To maximize the app’s effectiveness, we recently conducted a pilot program targeting lapsed users of the Fuel Forward® App (one-and-done transactions and users dormant for more than a few months). By offering 20¢–30¢/gal discounts, we saw significantly higher return rates to your sites. We also rewarded new users with 40¢/gal discounts and loyal users with 10¢/gal offers — proving that the app is a key tool in driving brand loyalty.
These learnings will help shape our 2025 marketing efforts, allowing us to refine strategies that re-engage these valuable user segments and drive even more traffic to your site(s).
Expanding Our Event Experience
From the Dodgers’ World Series win to celebrating 37 years as the title sponsor of the BIG 12 Basketball Championships, our brands were front and center at major sporting events – and we’re not slowing down.
Last year, we added new NFL sponsorships with the Seattle Seahawks and Houston Texans, strengthened our ties with key teams and developed exclusive retail promotions tied to game days, such as discounted fuel offers and fan sweepstakes. This investment in a strong sports sponsorship portfolio is paying off, and we look forward to exploring new ways to build brand awareness and consumer loyalty.
In addition to our traditional sports sponsorships, we’re also adding all-new experiences to sharpen our message and connect the brand to meaningful cultural moments.
New for 2025, Phillips 66 joined forces with Honda Racing to serve as the primary sponsor of the #93 Acura GTP race car competing in the IMSA WeatherTech Sports Car Championship. This sponsorship was a joint initiative representing both the Phillips 66 Lubricant and Fuel Brands. In January of 2025, the race car competed in one of the biggest racing events of the year, the Rolex 24 at Daytona. During this iconic 24-hour race, Phillips 66 branding was featured on the car, the racetrack and throughout the fanzone – garnering millions of on-screen and in-person impressions. This Honda Racing Sponsorship will continue with several more sponsored races in 2025.
Racing isn’t the only new way to GO. Throughout March, the brand had significant presence at the world’s largest rodeo, the Houston Livestock Show and Rodeo. Located at NRG Stadium, the Houston Rodeo hosted a whopping 2.7 million visitors from across the world, along with a national broadcast TV audience – delivering a soaring number of impressions during peak spring break driving season. Stay tuned to see all the exciting events we’ll be expanding into throughout the year.
Speaking Directly to Drivers Through Digital Communications
Digital platforms don’t just let us meet consumers where they are — they allow us to create personalized content designed to appeal to their specific needs. As we approach peak driving season, we will use this intuitive platform to deepen engagement, foster loyalty, and drive traffic through personalized and timely communications.
Driving Influence on Social
This year more than ever, we’ll be increasing our use of agile content by leveraging micro and macro influencers in the automotive, travel, and lifestyle sectors. This allows us to quickly respond to cultural trends and moments, ensuring our brand stays relevant and engaging in real time. The first-person point of view of influencers will help us demonstrate the power of savings with the Fuel Forward® App firsthand, so we can highlight just how simple it is to start saving. Follow us on our social channels to see all the innovative ways we’re driving traffic to your site(s)!
Bringing the GO to your Inbox
From NFL ticket giveaways to exciting road trip ideas tailored to subscribers’ locations, our email series delivers millions of targeted messages every year designed to help bring the GO directly to your customer’s inbox. This interactive inbox content highlights Fuel Forward® promotions while also showcasing the unique ways our brands help bring the GO to life’s everyday adventures — ensuring that when it’s time to fill up, Phillips 66®, Conoco®, and 76® will be top of mind.
Expanding Our Sites
The Phillips 66® Family of fuel brands has expanded to over 7,200 retail locations in the lower 48 states and the momentum is building. At the end of last year we announced a significant push, including expanded brand licensing options in 15 new states.
Expanding the geographic footprint will give us a tremendous opportunity to leverage the brand power of Phillips 66®, Conoco® and 76® throughout the United States, resulting in even greater brand recognition for all our branded retail sites. As part of this expansion, you can expect to see new sites in places you wouldn’t have typically seen them, with dozens of sites set to open this year in cities like Chicago, NYC, Atlanta and more.
Building Buzz for the Brand and Your Business
Have you noticed our fuel brands showing up in unexpected places? Recent publicity initiatives have garnered a range of star-worthy features. Between a Jimmy Choo ad campaign featuring photos of Sydney Sweeney at a 76® station, brand features in nationally loved shows like Yellowstone and Righteous Gemstones, and features in Rob Report and Bon Appétit, these efforts help connect the brand to cultural moments that get people talking. Stay tuned to see how we’re focusing our publicity efforts to ramp up brand visibility for 2025!
