Energy retailer TXU Europe has decided to ditch its Norweb Energi and Eastern Energy brands and integrate the two businesses under the new brand name of TXU Energi.
TXU Energi, the new national consumer brand, will be unveiled through a national television and press campaign later this year, created by TXU’s agency Roose & Partners. Media will be bought by MediaCom.
TXU Energi vice-president for marketing and development Matthew Crane says: “The regional brands can be quite a barrier to the company successfully competing in a growing market. TXU Energi is now focusing on a single brand. Customers will be informed about the new name and brand, starting on August 22.”
TXU Energi, a subsidiary of Texas-based TXU, which acquired Norweb Energi last year, has 5.5 million gas and electricity customers. The company’s continental European business, conducted primarily in Germany, the Netherlands, Spain and Switzerland, will continue trading as TXU Europe for the time being.
The gas and electricity company signed a three-season shirt sponsorship deal, worth up to £7m, with Premier League Ipswich Town FC earlier this year (MW May 3)
Last week another utility company, Innogy, the parent company of npower, also hinted at plans to scrap the Yorkshire Electricity brand and integrate the business with the npower brand. The regional brand, bought by Innogy in February, will be phased out over an unspecified period (MW last week).