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The Phoenix Brand
Phoenix as a brand was envisioned from its mythological origin - a legendary firebird that symbolizes immortality, invincibility, and rebirth by fire.
Its vision - to be the brand of choice in Mindanao - is fueled by Phoenix Petroleum's desire to alleviate the lives of people in the southern island. This is the company's commitment to engage local communities and spur them to progress, to chart a new course for the next generation that they may live more progressively.
These ideas are encapsulated in a strong, holistic, and universal line: Fuels life.
Phoenix Fuels Life, a brandmark launched in December 2005, encapsulates the six core values of the Company: Integrity, Excellence, Service, Innovations, Teamwork, and Stewardship.
In November 2006, Phoenix launched its brand nationwide in a grand way. In the "Final Encounter" between famed boxers Manny Pacquiao and Erik Morales, the Phoenix brand was proudly emblazoned on Pacquiao's sportswear. The choice of Pacquiao was rich in meaning - the national boxing icon from Mindanao introducing the next big business from Mindanao.
Bold new energy
In October 2008, Phoenix Petroleum unveiled its new campaign led by one of the country’s most popular faces, Marian Rivera.
Marian personifies the qualities of Phoenix: fresh, bold, and full of life and energy. The new campaign reflects the rise of Phoenix, growing to 75 stations in just three years.
Advertising
Advertising and promotional materials of Phoenix Petroleum are rooted in the “Phoenix Fuels Life” campaign. By providing attractive business opportunities, Phoenix fuels growth and progress to its partners and the community. Through its products and services, Phoenix fuels transportation vehicles so that owners can pursue their lives with passion.
Our advertising materials highlight the role of Phoenix in serving businesses and creating opportunities. We promote excellence, innovation, and passion – qualities that ignite and fuel life.
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