Npower is to highlight the brand’s attributes and move the focus away from reduced energy tariffs in its latest national advertising.
The shift will aim to demonstrate to consumers that RWE-owned npower is now a major force in the UK energy market as "Britain’s brightest energy company".
The campaign features the straplines "Tell Sid there’s a brighter place to move to" and "Britain’s brightest energy company". According to npower brand marketing chief Kevin Peake, the shift is a natural progression from a British Gas "challenger brand" to an established rival.
The campaign will also illustrate the company’s commitment to UK sport through its sponsorship of cricket and Wembley Stadium.
The activity has been rolled out to coincide with the power company’s tie-up with charitable fundraising event Comic Relief this year.
Peake says/ "We were named number one energy company in terms of customer satisfaction in the JD Power survey, we are the number one electricity supplier by volume and we are number one in terms of green energy provision. It is time to move our strategy on."
Npower last month rolled out a campaign featuring "kidnapped" brand icon Sid, to promote its new range of reduced tariffs as exclusively revealed in Marketing Week (February 8).
Npower is the UK’s largest electricity supplier, generating electricity, supplying gas and electricity and related services to around 6.8 million customers.