Raise a Phoenix
In the second quarter of 2009, Phoenix Petroleum launched its “Raise a Phoenix” campaign aimed at inviting businessmen to put up their own Phoenix stations.
The ads began running in major national broadsheets and in regional publications.
The campaign features a rotation of visuals, all highlighting the advantages of joining the Phoenix Petroleum family. Boxing hero Manny Pacquiao, a Phoenix dealer himself, is featured as a testament to Filipino pride.
Business partners gave testimonials. “They respond ... with tailor-fit solutions, creating a win-win scenario,” Davao dealer Normito How says of Phoenix. Says Cavite dealer Anna Villarta, “Our station has become the benchmark for sales ... and soon we are scheduled to open another station.”
This new campaign builds on the “Bold Energy” campaign of Phoenix the previous year.
Bold energy
IIn late 2008, Phoenix unveiled its Bold Energy campaign led by Pacquiao and popular actress Marian Rivera. The new campaign reflects the rise of Phoenix as it looks forward to expanding its presence nationwide.
Marian personifies the qualities of Phoenix: fresh, bold, and full of life and energy. Like Phoenix Petroleum, Marian traces her roots to the provinces. The actress, born to a Filipina mother and Spanish father, grew up in Cavite. Her breakout role came two years after she started acting. In 2007, she was cast to play the title role in the Philippine remake of “Marimar.” The show catapulted Marian to stardom, leading to box-office hits and the coveted role of TV’s “Dyesebel.”
The dedication Marian puts in her work reflects that of Phoenix’s dedication to becoming the benchmark for excellence in the petroleum retail industry.
Watch video on Marian and Phoenix Petroleum partnership
Excellence is also embodied by Manny Pacquiao, the world’s top pound for pound boxer. In his ring fights, Pacquiao electrifies with his speed, daring, and fierceness.
The partnership between Pacquiao and Phoenix Petroleum began in 2006 at the super featherweight bout in Las Vegas between Manny and Erik Morales of Mexico. Pacquiao knocked out Morales in the third round.
The Phoenix-Pacquiao partnership continued with Manny’s awaited bout last December 6 with Oscar dela Hoya, where Pacquiao defeated dela Hoya.
Both Pacquiao and Phoenix Petroleum are proud to hail from Mindanao. Pacquiao’s achievements mirror the Phoenix values of dedication to hard work, confidence in abilities, and courage to face challenges.
