Npower to reclaim Energywatch brand

Npower is understood to be plotting to launch an initiative using the Energywatch name after the consumer group is disbanded on October 1.

Consumer watchdog Energywatch, the National Consumer Council and Postcomm will dissolve to form consumer supergroup Consumer Focus in the autumn.

The utility giant owns the trademark for Energywatch, which it has been licensing to the group and which it renewed in July this year. It is thought it is planning to use it for energy-saving products such as smart meters.

It is understood the initiative is being led by npower marketing director Kevin Peake and that he is keen to use it to push the company’s “energy saving credentials”.

The trademark is registered for use in the energy conservation and energy efficient products categories. It could be used for a number of products, and could include a reward scheme for customers who reduce their energy consumption.

Its rivals have already marketed “energy saving” schemes as part of a drive to persuade consumers to save as energy prices soar. British Gas launched its Energy Saver’s Report in February, which was accompanied by a “Your Energy Experts” brand campaign. Meanwhile, E.on launched its “See it and Save campaign”.

Npower has made several attempts at being a driving force in the green agenda, including Climate Cops, a £20m five-year strategy to help schools and pupils become greener, which launched in November last year.

Earlier this year, the energy company unveiled its first marketing campaign to support its renewable energy product, Juice. The ad, created by Beattie McGuiness Bungay, shows a woman splashing green paint over electrical and heating products in her house. The Juice scheme was launched in 2001 in partnership with Greenpeace.

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