NKH&W TV Spots Outline Company’s Environmental Commitment
CHICAGO–Phillips 66 positions itself as an environmentally responsible gasoline company through a new broadcast campaign from NKH&W in Kansas City, Mo., breaking later this month.
“This is a campaign with a dual role: to enhance the brand in the eyes of the consumer and to educate them about the company,” said John Q. Harrington, the agency’s vice president of creative services.
The campaign showcases the commitment the Bartlesville, Okla.-based unit of Phillips Petroleum has made to fuels that burn cleaner than government standards mandate, Harrington said. Phillips has been quietly committed to environmental issues for years, he said.
A review of the company’s advertising since 1973 showed that commitment, said NKH&W account director Michael Weaver. “[But] they weren’t getting credit for being as good a citizen or as good a neighbor as they are,” he said.
The campaign will not be self-congratulatory, but instead is intended to be more “aspirational” in its attempts to forge an emotional connection with customers, Harrington said.
The two 30-second TV spots feature Midwestern and Southwestern landscapes, Harrington said. The spots conclude with superimposed copy informing viewers of what Phillips 66 has done for the environment, he said.
The campaign is also intended to show consumers that they can make an environmental difference through the brand of gas they choose, Weaver said. “They will have a feeling that in some small way [going to Phillips 66] makes a difference,” he said.
The spot TV campaign breaks the week of Aug. 24 in Midwest and Southwest markets, Weaver said. The campaign continues the same tagline, “The performance company,” that is used in product advertising.
NKH&W won the $2-5 million project in March after a review that included Barkley, Evergreen & Partners in Kansas City and Publicis/Bloom in Dallas. Originally, the campaign was intended solely as a TV project, but it may be expanded to include radio spots as well.
DDB Needham Dallas remains Phillips 66’s agency of record for service station, motor oil and service advertising.
Phillips 66 spent approximately $2 million on advertising in 1997, according to data from Competitive Media Reporting.
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