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HOUSTON -- In an effort to renew its focus and research directed toward the Hispanic market, ConocoPhillips has formed a partnership with a Hispanic advertising agency, Acento Communications. Together with Acento, ConocoPhillips has created Spanish-language communication that delivers the same message intent as its total market advertising campaign and communicates its gasoline brand positioning to Hispanic consumers.
In the spring of 2004, ConocoPhillips launched the new gasoline brands advertising campaign, "Life Happens Between Empty and Full," highlighting stories about how "a lot of life happens in your car." The advertising messages are communicated through television, radio and billboards.
These events and new customized messages are being executed now in many ConocoPhillips core markets. Understanding the value of the growing Hispanic segment, the company will continue to develop integrated media campaigns and promotions that seek to reach Hispanics through a variety of channels.
In other company news, ConocoPhillips is supporting Kansas City Chiefs Pro Bowl quarterback Trent Green in a promotion to raise funds for the Trent Green Family Foundation. The promotion will be implemented through 900 Phillips 66 and Conoco branded service station locations in Kansas City, Topeka, Wichita, Springfield and Joplin. In alliance with Coca-Cola and the Kansas City Chiefs, ConocoPhillips hopes the promotion will help to raise a considerable donation for the foundation.
The Trent Green Family Foundation supports family-focused programs, placing special emphasis on supporting those families who are faced with the challenges of dealing with chronically or terminally ill children or seniors. The foundation funds agencies such as Children's Mercy Hospital, Ronald McDonald House, the Special Olympics, Niles Home for Children and reStart.
The promotion will run from Oct. 1 through Nov. 30.