New “Proudly Propane” consumer campaign to launch summer 2016

At the 2016 NPGA Southeastern Convention in Nashville last week, many had the pleasure of meeting someone special. His name is Blue, and he’s the new consumer-facing spokesperson (spokedog) to help propane-related businesses improve familiarity and favorability around propane in 2016. At his keynote speech during the event, Propane Education & Research Council (PERC) CEO, Roy Willis, introduced the upcoming integrated campaign, and discussed how PERC will work to strengthen consumers’ emotional connection to propane as a brand. PERC, industry volunteers and The Richards Group, which serves as PERC’s advertising agency for the project, came up with Blue, a dog named for the color of a propane flame. Blue, the dog, accompanies his owner, a hard-working propane delivery driver, who provides service to friends and the community.

Industry leaders have been collaborating with PERC to develop a campaign designed to improve the familiarity and favorability of propane. After surveying thousands of people and sharing campaign ideas with focus groups, numerous opportunities to educate current and prospective users on the many benefits of propane were identified. Last February, a new $10-million consumer education campaign was approved for 2016 that uses the tagline “Proudly Propane” to create an emotional connection with consumers and marketers. At that meeting, Cory Green, brand planning director for The Richards Group, said “Proudly Propane” will be the brand affiliation statement. It’s about the propane customer seeing his or her backyard tank as “a point of pride because that thing allows me to live the independent lifestyle that I am so proud of and so honored to live.” “It’s less about the stigma and about being proud of propane and being proud to use it.” Customers, he added, can become advocates who are so passionate about the brand that they want to talk about it with others.

The consumer education campaign targets the 35 to 65 age demographic that includes people with limited or no access to natural gas. They are honest, straightforward, reliable people who value their independence, are self-sufficient and take pride in how they live. The campaign goal is to improve familiarity and favorability among current and prospective propane users. The national campaign is expected to launch summer 2016 and include TV, radio, print and digital.

Watch for email updates and follow propanecouncil.org for all of the latest news about the campaign. To build awareness and grow gallons in your market, campaign materials from the online catalog will be available beginning in June.