Npower plans ambush of Eon’s FA Cup rebranding

Utility provider Powergen is understood to be rolling out its rebrand to Eon to coincide with the FA Cup Final on May 17. The rebrand, first mooted in 2005, will see the company use the strapline “Eon. Changing energy”.

Rival npower, however, is set to steal Eon’s thunder as it looks to turn the strapline on its head. It is understood to be planning a press assault with the same theme.

The RWE-owned brand’s homepage on its website features the question “changing energy?” as the brand seeks to make a play on the words in Eon’s new strapline and the search term often used by consumers as they seek to switch energy supplier online.

Powergen’s parent brand Eon sponsors the FA Cup final and in the past two weeks Powergen has run its advertising with the colour of its logo inverted from white to red in a move that a company spokesman admits is designed to “align the two brands more closely”.

He refuses to confirm or deny whether Cup Final day will see Powergen complete its rebrand to Eon or whether “changing energy” is in fact the new strapline. However it has been registered on the trademark database in the UK.

He adds: “We continue to align Powergen more closely with our parent company Eon, which is already an established brand in the UK as Eon supplies energy to the corporate business sector and is the name of our generation and distribution businesses. We are applying to trademark various straplines that may be used as part of our ongoing communications.”

The rebrand from Powergen to Eon was first mooted in late 2005 and marketing chief Paul Parmenter left the company shortly after the strategy was announced. The rebrand strategy is also understood to have caused friction between advertising agency Rainey Kelly Campbell Roalfe/Y&R, prompting Eon/Powergen to hand the £10m advertising business to TBWA/London earlier this year.

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 3711 or email subscriptions@marketingweek.com

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