In an effort to strengthen relationships and drive strategic growth, Phillips 66 Lubricants announced it will consolidate its lubricants portfolio into two brands, Phillips 66 and Kendall Motor Oil, beginning July 1, 2016.

According to the company, transitioning away from a tri-branded strategy will help elevate the profile of Phillips 66 Lubricants as a national lubricants supplier and better position it for the future. As a result of the consolidation, Phillips 66 Lubricants will optimize its product portfolio mix and develop a full line of lubricants products for every need under the Phillips 66 brand.

“We believe this new direction will help to build long-term equity for our brands and enable us to compete more aggressively in the marketplace,” said Bryan Faria, manager, Finished Lubricants. “Consolidation simplifies the brand portfolio, while also allowing us to increase marketing support for two distinct brands. We’re committed to building strong brand awareness and focusing our efforts to have greater impact and be more efficient overall.”

The consolidation affects only Phillips 66 Lubricants business; Phillips 66, Conoco and 76 fuels brands will remain intact.