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.

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