Magazine article Marketing

PowerGen Faces Legal Action on Ads

Magazine article Marketing

PowerGen Faces Legal Action on Ads

Article excerpt

Green energy supplier Ecotricity is taking legal action against PowerGen, claiming the utility giant infringed its trademark by using the 'Power to choose' tagline in its national TV spots.

PowerGen first introduced the new slogan last year, replacing its previous line, 'The power behind power' to reflect the greater range it offers and stress the options available to customers since the deregulation of the consumer energy market.

The line has been used in the company's 'Electricity in a box' campaign, created by Saatchi & Saatchi.

But Stroud-based Ecotricity, formerly known as The Renewable Energy Company, claims it has the line trademarked and has used it in its advertising and communications material for three years. It has contacted PowerGen through its lawyers, who are pursuing the issue.

"We were the first independent supplier of electricity from renewable sources and 'The power to choose' is a line we have used for a long time -- it sums up our proposition," said Clare Summers, marketing manager at Ecotricity. …

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