Motiva Intensifies its Expansion of the 76® Brand in 2018
HOUSTON – (Feb. 6, 2018) – Motiva announced today that it has doubled its 76® sales force and plans to increase print, digital, social and broadcast marketing and advertising in 2018. As the momentum of the company’s aggressive growth strategy for the 76® brand strengthens, Motiva intends to grow its supply and support of 76® branded retail stations by 250 sites annually.
“Motiva was extremely successful at marketing the 76® brand in 2017. Together with our wholesalers, we introduced the 76® brand to new markets through numerous local events and sponsorships and initiated a targeted social marketing campaign to drive consumers to 76® branded stations in our licensed geography,” said Eric Lockwood, Motiva general manager of business operations responsible for 76® branded sales. “By expanding our sales team in 2018, we can focus on a much wider segment of our geography, targeting the best wholesalers in every market to further support penetration of the 76® brand.”
“The 76® brand has been a great addition to our portfolio and will be a priority brand for us as we expand our network,” said Barry Bierenbaum, chairman of Mountain Express Oil Company. “Given the strong site performance after branding our first 16 sites in southwest Texas, we’ve recently signed an agreement in Houston that will increase our 76® site count considerably.”
In 2017, Motiva concentrated its 76® brand marketing efforts and wholesaler engagements in three key markets – Texas, the Greater New York region and Georgia. The additional sales support announced today will enable Motiva to engage wholesalers across its entire licensed geography, including all 26 gulf and east coast states and Washington D.C. The sales team will be keenly focused on targeting wholesalers and retail sites in Louisiana, Alabama, Mississippi, Tennessee, the Carolinas and Florida.
“After conversations with wholesalers throughout my geography, it has become obvious just how much of an appetite there is for a new branding option for their sites,” said Manny Payan, Motiva’s newest 76 business development manager. “I’m looking forward to reaching out to my contacts to demonstrate the market advantages and Motiva’s unique marketing approach of the 76® brand.”
About the 76® Brand
76® is a registered trademark owned by Phillips 66 Company and licensed for exclusive use by Motiva Enterprises LLC in 26 gulf and east coast states. The 76® brand has been on the driver’s side for more than 80 years and sells TOP TIER® gas that benefits vehicles and the environment, as it helps clean engines, burn less fuel and reduce emissions.
Headquartered in Houston, Texas, Motiva refines, distributes and markets petroleum products throughout the United States. Motiva owns and operates North America’s largest refinery in Port Arthur, Texas with a crude capacity of more than 600,000 barrels a day. The company also operates the country’s largest lubricant plant. Under exclusive, long-term brand licenses with Shell and Phillips 66 (for the 76® Brand), Motiva’s marketing operations support more than 5,000 retail gasoline stations. Motiva is wholly-owned by affiliates of Saudi Aramco.