Npower unveils ‘green’ electricity

Npower is to launch an ethical electricity product for consumers, called Juice which is generated from wind and water.

The utility company has teamed up with the environmental lobby group, Greenpeace, to launch Juice next month.

The new product will cost no more than the current npower tariff. The company claims that Juice will be the first of its kind when launched, initially generating electricity from on-shore wind power and hydro electric sources. By 2003 the company plans to generate power from a wind farm out at sea.

An international consumer campaign to raise awareness of the environmental impact of global warming, to be launched by The Body Shop and Greenpeace in October this year, will also back the Juice product.

The launch will be supported by press advertising and direct marketing created by Ideas Unlimited.

While both npower and Greenpeace aim to appeal to consumers who are concerned with stopping environmental harm, they want to persuade policy makers that there is a demand for wind energy from wind farms at sea.

Powergen, another utility company, has launched GreenPlan, in partnership with the World Wildlife Fund. GreenPlan promises that for every unit of electricity a customer uses, Powergen will buy or generate the equivalent amount from a renewable source. The package will cost an average of &£21 per month – 3.5 per cent more than normal Powergen electricity costs.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here