The Propane Education & Research Council (PERC) launched a new identity for propane that signals a seismic change in how to view the energy source. The new brand, “PROPANE Energy for Everyone™,” highlights propane’s role in ensuring energy equity as well as reducing carbon emissions.
“Americans are beginning to appreciate the value of propane in a wider energy mix after seeing the vulnerabilities of the electric grid in Texas and California and around the country,” says PERC President and CEO Tucker Perkins. “Propane is clean, affordable, and available right now. Unlike the electric grid, it does not require trillions of dollars in infrastructure investment that will create a burden on those who can least afford it. Propane offers solutions for climate, health, and equity.”
PERC’s newly selected creative agency, Elevation Advertising, created The PROPANE Energy for Everyone™ brand after a competitive review. It is rolling out to propane industry partners in anticipation of consumer and market-specific campaigns this fall.
“As we familiarized ourselves with the energy sector as part of the competitive review, we realized that propane has a remarkable story that’s not being told,” says Elevation’s co-founder and executive creative director, Aaron Dotson. “Propane is part of a clean energy mix that complements other renewable systems to help reduce carbon emissions today, right now. With the national energy conversation shifting more toward sustainable solutions every day, it’s the perfect time to share propane’s story.”
A FUEL FOR EVERYONE
Additionally, the brand was the top performer in testing with homeowners, business owners, energy influencers, and propane professionals. Millions of Americans use propane for heat as well as hot water, cooking, and power generation at home and work. It is also a popular fuel for school buses, emergency first-responder equipment, high-end restaurants, remote farms, and countless other applications.
“That’s why propane is energy for everyone,” Dotson adds. “Because everyone deserves access to energy. Everyone.”
Dotson says part of the logo was designed to recall the varieties of users and uses of propane. “But it’s also calling to mind a stylized landscape of the cleaner world it’s helping to create,” Dotson says.
Additionally, PERC will introduce the brand to national propane providers and state associations with video, direct mail, and marketing collateral. They can use the collateral to communicate the benefits of propane to their customers.
Finally, Erin Hatcher, senior vice president of marketing and communications at PERC, says the volunteers who helped develop the brand proved themselves as strategic thinkers. Elevation accomplished thoughtful work in a short amount of time with the volunteers’ help. Hatcher says PERC is excited to form this partnership as it educates people about the benefits of clean propane.
Find out more, visit www.propane.com.