Edison Reintroduces Itself to Black Consumers

Preparing for deregulation, Southern California Edison has launched its first-ever image campaign geared to black consumers. Developed by Lagrant Communications of Los Angeles, the outdoor, print and radio campaign plays up Edison’s educational and job training programs, and uses the slogan, “Together, we’re electric.” Edison representative Kenneth Marshall said the utility undertook the campaign after discovering in focus groups that Edison had a weak image among black consumers. “They knew in general about our [electric] service, but they knew little else about us,” said Marshall. Research showed that black consumers were interested in what Edison was doing to help the community, he said. Edison tested several slogans before settling on one. Among the rejects: “A bright future is in our hands,” and “Connect with us.” Billboards appear in Altadena, Bakersfield, Carson, Compton, Inglewood, Long Beach and San Bernardino. Other ads are in local black-oriented newspapers and and on radio stations. Edison has been running ads aimed at Latino and Asian consumers for several years.