A renewable rebrand: Ørsted’s new identity
The brief_
DONG Energy, a global renewable energy company, needed to rebrand. Customers associated their name with their fossil-fuelled past, and they had recently divested their oil and gas business to become an almost 100% renewable generator.
‘DONG Energy’ no longer reflected who they were or what they wanted to become, so they were preparing to rebrand to Ørsted. They asked The Marketing Pod to manage the launch of the new Ørsted brand in the UK.
Key stakeholder comms
We worked with Ørsted’s in-house marketing team to develop and deliver all of the rebrand customer comms, which included emails, bill inserts, messages through the customer portal and copy for Ørsted’s website. We also created comms to enable Ørsted to engage with industry stakeholders like the MEUC and Ørsted’s commercial partners.
PR strategy & execution
Our PR experts put together a 12-month trade media strategy to promote the Ørsted brand, which included the negotiation and placement of advertising and feature editorial. We also created a press release to announce the new brand to key audiences, and sold it into trade titles at the point of launch.
Creative support
Our design team supported Ørsted’s in-house design team with redesigning all of their collateral in line with their new branding.
The results_
Ørsted was delighted with the results of their rebrand, as their brand now truly represents their sustainable ethos.
We also successfully raised awareness of Ørsted in the UK by securing ads and features across key titles read by energy, environmental, manufacturing and procurement professionals, including an impactful front cover of The Energyst, accompanied by a long-form article.