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Phillips 66  The company was looking for a fresh approach to reposition its lubricants in
the industrial market. Research showed that technical support and customer service are as important as product quality and reliability in influencing the purchasing decision. Industrial users are looking for solutions and a company they can count on to keep their world running smoothly. So, we came up with the idea of using the U in "lubricants" to signify the user—what they need and what’s important to them. The theme line for the campaign was Our business is lubricants, our focus is you. The kickoff of the U campaign was a trade show video (shown below), which was followed by print, digital, direct mail and social. 

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