HOUSTON — In an effort to strengthen relationships and steer 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 a press release.

The company reported moving away from a tri-branded strategy will help to elevate Phillips 66 Lubricants’ profile as a national supplier of lubricants and better position it for the future, stated the release.

As a result of the consolidation, continued the release, the company will optimize its product portfolio mix and develop a full line of lubricants 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 of finished lubricants for Phillips 66 Lubricants, in the release. “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 only affects the Phillips 66 Lubricants business, reported the release, and Phillips 66, Conoco® and 76® fuels brands will remain intact.

Phillips 66 Lubricants is one of the largest finished lubricants suppliers in North America, noted the release.

You can find more information on Phillips 66 Lubricants here.