Phillips 66 consolidated all of their heavy duty engine oils under one brand name. Guardol. Our task was to introduce the change to distributors, customers, and the industry.
Approach
Since Guardol line now protects all heavy duty diesel engines, our position is simple, “Guardol Guards Them All.” We combined that message with pairings of vehicles that demonstrated the wide range of applications that our oil is made for.
Results
The new name and campaign were met with much enthusiasm from our internal sales team and distributors.
