Superior Propane

In keeping with this “dull-propane-is-good-propane” theme, our solution was for Superior to declare a world-wide end to surprises: no surprise propane bills, no surprise rate adjustments—not even any surprise toys (and especially no surprise gorillas).

By completely changing the typical “utility company” language and standard formats of the advertising mediums used, this thinking positioned Superior as being unique—compared to their typically-messaged competition—and made their brand a memorable choice when it came time for new customers to choose an energy supplier. Great success!

Ad Copy: On the next page there’s a suspicious gorilla baking cookies. We just wanted to make sure it didn't surprise you.