The North Carolina Propane Gas Association was faced with the task of increasing awareness of propane as an alternate source of energy across the state, and previous “image” campaigns had done little to move the needle.
Propane Joe to the rescue. We created original brand mascot Joe, a flame-haired superhero who appears on the scene whenever energy inefficiency is detected. Through an integrated campaign (web/broadcast/print/collateral), Propane Joe alerted the state to the merits of “the neglected gas.”
Awareness of propane—and Propane Joe—remarkable after only six-week run of campaign:
- 20% of public stated awareness of “a propane campaign”
- 29% had a more favorable opinion of propane after campaign
- 36% could name Propane Joe unaided
- Original brand mascot was highly popular within NCPGA and retail network
Inspired by Propane Joe’s success, the National Propane Gas Association created “The Energy Guys” campaign, co-opting Joe and effectively snuffing out his flame.
Local Addys and National Service Agency Association Awards.
View the a poster sample and a calendar cover featuring original brand mascot Propane Joe: